Export Development Canada wanted to show Canadian companies that doing business abroad is a journey worth taking, especially with a partner like EDC in their corner. To do that, we collaborated with the organization to bring the story of a real exporter to life.

Inspired by Simon Sinek's Start With Why model, we developed a customer advocacy campaign around a film produced by EDC's in-house production team about B.C. wind and water sports company Ocean Rodeo, which explored the themes of passion, risk and opportunity — the very traits that drive SMEs to grow.

The six-week digital initiative featured a diverse social media mix driving to other stories, facts and tips on a dedicated landing page, as well as employee engagement encouraging the EDC team online and at events to share the campaign and nominate exporters.

Video and photographic credit: Daniel Green, EDC