The Canada Media Fund (CMF) and Telefilm Canada have launched a new campaign under the Made | Nous initiative to showcase “world-class” Canadian contributions across global entertainment.

The campaign, dubbed Made Better in English and Tout ça, c’est Nous (“All of This is Us”) in French, is presented by CMF and Telefilm. It will bring attention to Canadians leading “diverse and impactful storytelling at home” and abroad through spots on major broadcast networks and online this month through April, as well as social hits and website takeovers, according to a news release.

That talent includes Simu Liu, the first Asian lead in a Marvel Studios movie (Shang-Chi and the Legend of the Ten Rings); Domee Shi, the first woman to direct a Pixar movie solo (Turning Red); Devery Jacobs, Paulina Alexis and D’Pharaoh Woon-A-Tai, three Indigenous actors starring in the first series led by all-Indigenous creatives (FX’s Reservation Dogs); and Lilly Singh (pictured), who’s had her own talk show south of the border, has been a judge on Citytv’s Canada’s Got Talent, and is host and EP of the upcoming CTV quiz show Battle of the Generations.

The campaign will also identify actors and properties Canadian viewers may already love but not realize are Canadian, with the overall goal of showing “that Canadian storytelling is simply made better,” said the release.

Developed by Rethink Canada, Torque Strategies and 123w, the campaign includes 30-second montages featuring Canadian content spanning comedy (Made Funny), video game design (Made Thrilling) and diversity (Made Historic).

Made Better follows the success of the Seek More campaign that promoted diverse Canadian content and creators and resulted in a 51% net gain in favourable perceptions around diversity in Canadian content, according to CMF’s campaign evaluation conducted by IMI International.

Image courtesy of MADE | NOUS