Export Development Canada

The Unusual Way Forward

Agency: McCann


Export Development Canada (EDC) helps businesses take on the world, playing a critical role in Canadian economic development. From the onset of the COVID-19 crisis, EDC has been working alongside federal partners, including BDC and other Canadian financial institutions, to provide support to both exporting and non-exporting companies. Many of the companies EDC helped had to pivot hard and transform their businesses in response to COVID-19. Now, these businesses are using that experience to grow. A new campaign from EDC and McCann Montreal showcases their success.
“If the past year has taught us anything, it’s that despite challenges, Canadians businesses are resilient.” said Daniel Boisvert, Vice President, Marketing and Digital Channels at Export Development Canada. “This campaign shows us how the shift in the way we do business has not only been why these businesses have survived, but how they’ve been able to grow moving forward.”
In July 2020, Export Development Canada and McCann Montreal launched ‘Business as Unusual,’ a campaign born in the face of the pandemic, to celebrate and support the Canadian businesses forced to pivot to keep themselves afloat. Now, a year later, what became a pivot out of necessity has evolved in to how we move business forward. In light of this, EDC set out to inspire Canadian businesses to leave survival mode behind and adjust to our next normal through new market discovery with the launch of ‘The Unusual Way Forward’.
The campaign features three stories from EDC customers -- Poseidon Ocean Systems, ThinkOn Inc., and Kinova Robotics -- showcasing the success they had by embracing new opportunities this last year. Knowing that many Canadian CEOs are confident in company growth in the coming years, ‘The Unusual Way Forward’ aims to motivate and inspire companies to get back to growth and build back better.
“We’re proud to partner once again with Export Development Canada to spotlight how Canadians, and Canadian businesses, have built back better.” said Michelle Aboud, SVP Managing Director, McCann Montreal. “We hope these stories help to inspire and reenergize the Canadian entrepreneurial spirit.”

This professional campaign titled 'The Unusual Way Forward' was published in Canada in May, 2021. It was created for the brand: Export Development Canada, by ad agency: McCann. This Film medium campaign is related to the Industrial, Agriculture industry and contains 4 media assets. It was submitted almost 3 years ago by Communications Manager: Shana Blackman of McCann Worldgroup.


Advertising Agency: McCann Worldgroup, Montreal, Canada
Marketing & Acquisition Manager, EDC: Jake Gerard
Manager, Brand Marketing, EDC: Kate Voltan
Digital Marketing & Acquisition, EDC: Tania Lepage-Perron
Director, Brand, Customer Experience & Research | Marketing, EDC: Dawn Murray
Art Director, McCann: Maryann Tenaglia
Copywriter, McCann: Tyler Copoc
Executive Creative Director, McCann: Dave Roberts
Designer, McCann: Kate Brunn
Senior Copywriter, McCann: James Kisielew
Vice President Strategy, McCann: Badr El Fekkak
Vice President, Group Account Director, McCann: Celine Duval
Account Director, McCann: Marina Zervogiannis
Director Of Production, Executive Producer, McCann: Jacqueline Bellmore
Broadcast Producer, McCann: Miléna Malovic
Executive Producer, UNIFIED CONTENT: Michi Lepik-Stahl
Line Producer, UNIFIED CONTENT: Samii Folliott
Director, UNIFIED CONTENT: Max Rosenstein
Broadcast Director, CRAFT: Wendy Linton
Post Producer, CRAFT: Katie Oliver
Editor, CRAFT: Alexander Short
Editor, CRAFT: Tim McLennan
French Supervising Producer, CRAFT: Liliane Clune
Senior Project Manager, Craft: Tiffany Punnett
Graphic Artist, Craft: Jeaous Chau
Senior Producer, Craft: Gerardo Moreno


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