Canada Grows Here

Tree Canada has launched its first-ever nationwide awareness campaign, one that goes beyond a traditional environmental message to make a bold cultural statement about what it means to be Canadian. The campaign serves as a reminder that our values of humility, reflection, and action are the antidote to the noise and division of today’s world.

“Canada Grows Here”, created by Signifly Montreal, is told from the perspective of the tree and explores the deep interconnectedness between nature and the people of this land. Through powerful lines that speak as much for trees as for Canadians (“we take root,” “we weather the storm,” “we turn over new leaves”), the campaign reframes the stereotypical Canadian apology as integrity, modesty as wisdom, and growth as our shared national trait.