NSBI + Better Dreams

Bringing Canadians back home to live and work in Nova Scotia.

Services: Graphic design and art direction for screen and video

Product: Digital advertising campaign for international recruitment

Client

Nova Scotia Business Inc. (NSBI) work towards building a strong, thriving and globally competitive Nova Scotia through attracting global investment to create new jobs across the province and working with companies in all communities to be more successful exporters.

→ nsbi.com

Team

Agency: M5 The Agency

Tyler MacLeod

Emily van den Hoogen

Bruce Whelan

Erin Tilley

Adam Sterling

Maritime Edit

Emmanuel Xidos

Greg Dubeau

Portrait of Gwenael Héliou in the Ubisoft Studio.

NSBI wants to bring ex-pats home to work and live in Nova Scotia

Nova Scotia Business Inc. (NSBI →) faced a distinct challenge: launching an international social marketing campaign aimed at raising awareness of Nova Scotia as an appealing place to live. Our target audience? Coastal Western Europeans, with a special focus on Canadian ex-pats, aiming to draw them back to their homeland.

To tackle this task, we utilized a sponsored ad campaign that capitalized on existing creative content from the Atlantic Canadian magazine, Maritime Edit (→). This content spotlighted Gwenael Heliou, Studio Manager at Ubisoft (→), a Canadian immigrant who oversees Ubisoft’s only North American mobile gaming studio situated in Halifax.

Ubisoft manager, Gwenael Héliou, talking to a female employee at their desk.

Text messages as creative inspiration

We placed significant emphasis on mobile devices, not just as an advertising platform, but also as a source of visual inspiration for our creative execution. Gwen’s testimonials were crafted to mirror the familiarity that all users have with their mobile devices, tapping into the culture of text messaging.