Fiercely Canadian

Overview

Through its many offerings, CIRA has been focused on its important mission to help build a trusted internet for Canadians through funding projects in infrastructure, digital literacy and cybersecurity since its formation in 1998.

Yet despite playing a critical role in the country’s internet ecosystem, brand recognition is low amongst Canadian businesses. But with a growing need for cybersecurity services across Canadian organizations, CIRA needed to seize the opportunity to grow their share of mind with Canadian technical decision makers. 

To do so, we launched a digital brand awareness marketing campaign, placing ads across Meta and Google platforms to strategically insert the brand in the social feeds of our target audience. To effectively communicate CIRA’s ‘Canadian-ness’ and also its toughness to protect businesses against hackers, the brand platform developed looked to personify this by embodying CIRA’s cybersecurity prowess in one of Canada’s most ferocious animals…the Canada Goose. 

The platform was called Fiercely Canadian, a short and poignant way to communicate the two most important characteristics of CIRA’s cybersecurity offering: its ability to keep out cyber threats and their Canadian roots. All of our campaign assets featured a highly impactful visual, featuring a menacing Canadian Goose, with a short caption that spoke to the ferociousness of CIRA’s cybersecurity capabilities