Last summer, The Hive quietly acquired a buzz-worthy new client - Telefilm.
Devoted to the development and promotion of Canada’s audiovisual industry, Telefilm challenged us to create love and fame around Canadian content, convincing audiences that it truly is worth watching.
To do it we created Canada First, a platform that puts all sorts of industry “firsts” in the spotlight - from first onscreen kisses to first auditions. Through a series of breakthrough behaviours, the initiative celebrates our biggest and brightest in show business, challenging Canadian’s pre-conceived notions regarding homegrown film and TV in the process.
First up, we took Canada’s Lucky Loonie to Hollywood where it hit the Oscars red carpet. The legendary coin brought a little luck to our Canadian Oscar nominees - who amassed twenty nominations in all - while giving Canucks at home all the more reason to cheer their favourite stars on.
More content pushes are planned for the coming months with a campaign launch expected this fall. One thing’s for certain: us bees have never felt prouder to be Canadian.