The Power of People in Defence and Security
The Canadian defence and security industry is a community of dedicated, independent companies who collectively contribute an enormous amount to this country's GDP, but more importantly, to its safety and security. The Canadian Association of Defence and Security Industries (CADSI) exists to represent more than 800 of those member companies nationwide. Organizations that drive innovation in defence, security, and cyber technology. To support its members, CADSI is on a mission to redefine what the industry means to policymakers and the public. We’ve supported that mission since 2017.
Client
Canadian Association of Defence and Security Industries
Sector
Defence and Security
research & strategy
A strong base to build from
Our relationship with CADSI began with a series of national stakeholder engagement sessions, speaking to members, policymakers, and partners to learn about the association and the industry. Along with three key findings, one thing was clear: CADSI needed a campaign strong enough to shift perception about defence and security and make members feel proud to be a part of it.
Unify the voice
Members valued CADSI’s advocacy but lacked a consistent story to rally around—one that could persuade policymakers.
Close the gap
Canadians didn’t know the sector wasn't part of the government. Or that it led advancements in cyber, AI, and aerospace.
Inspire the talent
Academia and students represented an untapped opportunity to showcase innovation and inspire future talent.
campaign
My North, My Home
The goal of our first campaign with CADSI was to change the conversation from weapons to ideas and shift the focus from products to the people driving impact. My North, My Home transformed what’s possible with advocacy for the association, reintroducing CADSI as the collective voice of a forward-thinking, people-centred industry. The campaign revolved around three strategic pillars:
Innovation and ideas
Safety, prosperity, and everyday life. The stories of how the defence industry drives new technologies to strengthen it all.
Human stories
Real Canadians, real impact. The stories of people whose work protects others and advances innovation across the country.
Northern sovereignty
Advancing understanding, collaboration, and climate resilience. The stories of innovations that safeguards and sustains the North.
"My Job is design engineering. My Passion is knowing that what I do helps save lives in Canada’s North."
The campaign used a bold visual approach and placed the focus on the real CADSI members. Each story contrasted a job description with the passion behind it.
A placement to call home.
From traditional to digital.
Media ran across Parliament Hill transit shelters, airport screens, digital, and print. All timed around the House sitting schedule CADSI’s global defence and security trade show, CANSEC. A campaign microsite, MyNorthMyHome.ca, extended the experience, sharing stories from across the industry.
- 7000000 media impressions
- 2601800 social impressions
- 97600 social clicks
- 34293 video views
The real deal.
But in VR.
CANSEC is Canada’s largest defence, security, and emerging technology event. It’s an exclusive gathering for CADSI members, industry leaders, and global companies. To help policymakers, stakeholders, and guests experience CADSI’s leadership and innovation firsthand, we built an immersive VR installation supported by large-scale environmental graphics.
campaign
Every Bit Canadian
Building on the brand equity established by My North My Home, we evolved the message to reflect the full scope of Canada’s defence and security ecosystem. From cyber to manufacturing, advocacy to education, air to land to sea. Every Bit Canadian celebrated the people and companies working behind the scenes to secure the country, tying national pride to the innovation and purpose driving the industry.
pride
Defence and security. Across sectors.
Every Bit Canadian extended into three pillars that reflect CADSI’s role across the defence and security landscape. Canada’s New Frontline spotlighted cybersecurity and emerging tech; Standing on Guard honoured training and professional services; First Line of Defence celebrated advanced manufacturing; while Boots on the Ground served as an all-encompassing message.
People and pride. Captured on camera.
We led nationwide photoshoots to capture the people, pride, and variety of companies within the industry. The strategy was to ground the work in real Canadian settings with real Canadian specialists—factories, labs, and northern landscapes, featuring those who support an industry and the defence and security of an entire country.
Creative and collateral.
Made for the medium.
The campaign ran across national digital, video, and display placements, driving audiences to the new microsite, EveryBitCanadian.ca, to explore resources, learn about the association, and drive memberships. Additional creative, like print invitations for Hill Day and CANSEC and signage, was created to align with the campaign.
