YouTube Canada Celebrates Canadian Creators

//  09.27.21


YouTube Canada Launches National Campaign to Celebrate the Power of Canadian Creators

YouTube Canada’s creative ecosystem contributes $923 million to Canada’s GDP and 34,100 full-time equivalent jobs in 2020 (Source: Oxford Economics).

YouTube Canada has launched a national campaign, with creative agency Mosaic, featuring 16 creators  who are thriving in both their creative outlets and financial livelihoods based on their success on YouTube. Beloved by Canadian and international viewers, creators come to YouTube every day to truly turn opportunity into impact.

“YouTube elevates Canadian culture and has a vital and flourishing impact on Canadians’ lives and businesses,” said YouTube Canada Marketing Lead Alyssa Whited. “The featured creators are just a sample of the vast talent and diversity that make up YouTube Canada’s creator ecosystem. Every day, creators come to the platform to tell stories and create content that meaningfully impacts the lives of Canadians.”

The campaign showcases a broad range of both established, well-known voices alongside new and emerging talent who flourished during the COVID-19 pandemic,” said Dave Thornhill, creative director, Mosaic. “In partnership with Spy Films and our incredible director Le Ged, we’ve united their inspiring voices through dramatic transitions that reinforce the platform’s unique ability to empower us, by connecting us.”

These creators and their content are an essential part of the fabric of Canadian culture. Canadian creator success also means a positive impact on the country’s economy, with YouTube’s creative ecosystem contributing approximately $923 million to Canada’s GDP in 2020 and creating upwards of 34,000 jobs. (Source: Oxford Economics Research, YouTube Impact Study, CA, March 2021). They exemplify YouTube Canada’s commitment to drive cultural diversity, enrich lives and amplify Canadian talent.

The campaign is supported with a nation-wide paid media campaign which will run on out-of-home billboards, digital and TV ads until the end of November. Digital includes :30 and :15 video.

Creator Economy
In 2020, YouTube contributed $923M CAD to Canada’s GDP and 34,100 full-time equivalent jobs.

84% of creative entrepreneurs agreed that YouTube helps them export content to international audiences they wouldn’t otherwise have access to.

In 2020, over 90% of watch time for content produced by Canadian channels came from outside Canada. (source: YouTube Data, 2020)

100% of students who use YouTube (all aged 18+) reported using the platform to support their assignments or personal study.

Helping Businesses Grow
1 in 2 SMBs who use YouTube agreed that YouTube has helped them sustain their business during Covid-19.

79% of SMBs with a YouTube channel agreed their YouTube presence helps customers to find them. 71% of SMBs with a YouTube channel agreed that the platform helps them reach new audiences across the world.

COVID-19, Health & Well-Being
74% of users in Canada said YouTube was helpful during the COVID-19 pandemic.

(Source: Oxford Economics Research, YouTube, CA, Impact Study, March 2021)

[Methodology: Based on Oxford Economics’ three anonymized surveys comprising of 4,000 Canada-based users, 450 creators and 550 businesses in 2020.]

Sixteen Featured Creators:
Jonathan Roy
Simply Nailogical
Deddy’s Kitchen
Little King Goods
The Sorry Girls
Gurdeep Pandher of the Yukon
Catherine & Jayaddict
Linus Tech Tips
Home RenoVision DIY
Aysha Harun

National Campaign
Client: YouTube Canada
Head of Marketing, Google Canada: Laura Pearce
Marketing Lead, YouTube Canada: Alyssa Whited
YouTube Ads Marketing Lead: Amanda Lee
Strategic Partner Manager, Canada: Danielle Morgan
Head of Content Partnerships, Canada at YouTube: Andrew Peterson
Research & Insights Lead, Canada: Behzad Ghotb
Google Canada Communications & Public Affairs: Luiza Staniec
Communications Manager, Google: Hibaq Ali

Agency: Mosaic
Executive Creative Directors: Laura Serra, Dave Watson
Creative Director: Dave Thornhill
Associate Creative Directors: Henry Park, Kareem Halfawi
Art Director: Sophie Gosetto
Copywriter: Mat Levinson
Design Director: Nick Pilon, Sarah Rafter, Ron Paisley
Designers: Josh Levine, Aneta Pacholska, Boban Stojanovski, Ana Choi
Strategy Director: Lavana Pauk
VP, Account Service: Nick Karantjas
Group Account Director: Barrett Holman
Senior Account Managers: Kristie Siman, Melissa Moroney
Project Manager: Alex J. Herron
Resource Manager: Scott DeGier
Print Producer: Narine Artinian
Assistant Producer: Katie Fowler
Executive Producer: Clair Galea

Production Company: Spy Films
Director: Le Ged
Director of Photography: Brandon Kelly
Line Producer: Erik Wilson
Executive Producer: Marcus Trulli

Real People Casting: Ground Glass Casting
Executive Producer: Andrew Dieters

Offline Editorial: Nimiopere
Editor: Raj Ramnauth
Assistant Editor: Bryan Rueben
Executive Producer: Julie Axell

Finish House: Darling
VFX/Online: Steve McGregor & Paul Binney
Colorist: Kassi Bellamy

Audio: SNDWRx
Produced and Composed by: Didier Tovel
Session Players: Mark James, Aaron Paris
Sound Design & Mixing: Didier Tovel
Executive Producer: Alison Lawee

About YouTube Canada
YouTube™ is the world’s most popular online video community allowing millions of people to discover, watch and share original videos. YouTube provides a forum for people to connect, inform and inspire others across the globe and acts as a distribution platform for original content creators and advertisers large and small. YouTube, LLC is based in San Bruno, Calif., and is a subsidiary of Google Inc.

About Mosaic
Mosaic is an integrated marketing agency that builds brands in dimension to make the world a better experience. Mosaic creates, designs and executes strategically led experiences that make brands more visible and more valuable in culture, in-store and online. For more information, visit