The Business Development Bank of Canada’s (BDC) new national campaign frames the firm as a growth catalyst that can understand and assist entrepreneurs as they navigate the business world’s obstacles.

Andres Suarez, BDC’s director of brand management and audience development, tells strategy that the creative, by Cossette’s Montreal office, ties into its broader efforts to increase awareness and accessibility of its services, while evolving its role as a partner in helping businesses expand, diversify, automate or transition.

“Our goal is to be recognized not just as a supporter, but as an essential gear in the engine that powers forward Canada’s entrepreneurial ecosystem, helping businesses thrive faster, stronger and with unstoppable momentum,” Suarez says.

The campaign’s 30-second hero video leans on the idea of energy and grace under fire as an adviser navigates a set filled with a series of rising, falling and spinning rooms.

Cossette VP and creative lead Alexandre Gadoua describes the approach as “poetic, with a nod to the intricate mechanics of running a business.”

The marketing mix leverages traditional and digital media, including TV, connected TV, online video, radio, digital banners and social media. Cossette Media handled the buy.

“The creative approach is designed to resonate by reflecting real entrepreneurial stories, addressing current challenges and showcasing BDC’s commitment to supporting a wide range of business owners,” Suarez says. “We want entrepreneurs to know that we see the world through the same lens they do.”

Suarez says the integrated approach ensures a broad reach as BDC targets Canadian entrepreneurs and small- and medium-sized businesses across regions and demographics.

BDC will be tracking brand awareness and consideration, engagement rates, conversion metrics and direct feedback from entrepreneurs for the campaign. Suarez says the company will also monitor digital interactions, conversions, event participation and brand sentiment.

BDC expanded Cossette’s responsibilities to included performance-driven digital media production when the shop’s AOR mandate in brand strategy, advertising and media services was renewed in the spring.