Pianist opens doors for Canadian companies in BDC spot


Inspired by its new raison d’être, BDC – the bank for Canadian entrepreneurs – intends to be even more ambitious in its role as a promotional bank in the coming years. Creative agency Cossette was tasked with translating their mission into an elevated brand platform, a new slogan and a powerful campaign that opens a new chapter in how BDC contributes to the success of SMEs and Canada’s economy.

In addition to highlighting their proven financing solutions, advisory services and approach to venture capital investing, BDC is doing more to expand the scope of its operations and help more entrepreneurs grow. The bank will take a number of concrete and innovative actions to support the growth of Canadian entrepreneurs, particularly in the areas of productivity, diversity and inclusion, and the fight against climate change.

“In the years to come, BDC will strive to empower more Canadian entrepreneurs with the tools to address today’s biggest challenges – and we wanted to specifically focus on underserved business owners. We were inspired by our new vision and felt it was important to communicate our commitment through an updated brand expression and ad platform that sets the tone for our ambitions,” said Annie Marsolais, Chief Marketing Officer at BDC.

To bring this vision to life, Cossette and BDC began collaborating to strengthen their brand. The new slogan, “The Bank of Ambitions,” solidifies BDC’s positioning as a financial institution whose mission is not only to support the success of a growing number of entrepreneurs, but also to maximize their contribution to stimulating Canada’s economy.

“This sophisticated brand is fueled by an inspiring purpose and sends a message that BDC is more committed than ever,” said Hugo Fournier, Senior Director, Strategy Lead at Cossette. “‘The Bank of Ambition’ is a credible and compelling new slogan because it is based on a clear vision and the active role that BDC plays in supporting entrepreneurs concretely.”

Cossette also created an integrated campaign centered around the “We’re in” statement. The ads highlight BDC’s ambitions and stories of entrepreneurs tackling the great challenges of our time. The TV spots play on classic metaphors like “breaking through the glass ceiling” or “tearing down doors” that many entrepreneurs struggle with and that BDC is investing to help them with. Other messages are being rolled out on the radio and online.

“We went beyond the usual banking industry clichés to help BDC differentiate,” said Anik Ouellet, creative director at Cossette. “Ambition comes with a healthy dose of confidence and boldness – that’s what we wanted to convey with this campaign.”


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