Cabinet Office, the Government of Ontario
In an ever-changing world, Ontario’s long-standing partnership with the U.S. has never been more critical. We set out to demonstrate how Ontario is well-equipped to continue building mutual prosperity—now and for years to come.
For generations, Ontario has consistently proven to be a reliable partner, well-suited to meet America’s economic and security goals. Ontario is the U.S.’s third-largest trading partner and the top export destination for 17 states. Ontario’s contributions support millions of American jobs, fuel the U.S. economy with its energy, and provide critical minerals essential for new technologies.
Despite this, many policymakers and Americans remain unaware of Ontario’s pivotal role. This presented an opportunity for the Ontario Cabinet Office in partnership with the Ministry of Economic Development, Job Creation and Trade to reinforce the enduring benefits of a strong cross-border relationship and inspire renewed commitment to a partnership built on shared prosperity and trust.
Ontario and the U.S. share more than a border—they share common experiences, values, and a vision for the future. This deep connection informed our approach, emphasizing the emotional and economic ties that make Ontario an indispensable and vital ally to the U.S.
To breakthrough to American policymakers we looked at our campaign through an inspirational lens. More jobs and a strong economy are at the heart of what America is striving for, so we wrote our 60s TV script as an anthem. Focusing on our shared history, values, and vision for the future, we highlighted why Ontario is a strong, stable partner when the world around us is not.
Our 360 campaign included video, print, digital, social, and contextual DOOH.