In this episode, Canadians Create spotlights Leo Toronto (formerly Leo Burnett) and their campaign for Bell Canada titled "Its Good To Talk" - with Angus Tucker (Chief Creative Officer) and Tahir Ahmad (Chief Strategy Officer.)
Rooted in Leo’s proprietary Humankind Study—a multi-year Canadian research initiative uncovering pressing social issues—the 2024 edition revealed a striking loneliness epidemic, especially among Gen Z and young millennials, with nearly 80% reporting feelings of isolation despite the return to in-person interactions post-pandemic.
Recognizing Bell’s credibility in tackling connectivity and mental health issues, Leo developed a campaign to encourage Canadians to simply call each other—emphasizing that it doesn’t matter what you talk about, only that you talk. Playful TV spots, out-of-home ads, conversation-starter prompts, and even a custom phone emoji all reinforced the message: “A short phone call helps reduce loneliness.”
The work’s bilingual execution captured Canada’s cultural duality, adapting tone and humor for both English and French audiences. Early public response has been positive, praising the campaign’s light touch in addressing a heavy subject.
By bridging a human truth with a brand’s authentic purpose, Leo and Bell created a message with potential resonance well beyond Canada—rooted in research, cultural nuance, and a genuine desire to spark reconnection.
5 Uniquely Canadian Takeaways:
- Bilingual Creativity – Campaign adapted humor and tone for both English and French Canada, respecting cultural nuance.
- Research Born in Canada – Humankind Study filled a gap in Canadian-specific social data, influencing strategy.
- National Icon Client – Bell’s heritage as part of Canada’s communications fabric added authenticity to the message.
- Human Connection Focus – Addressed a national loneliness trend with relatable, everyday Canadian life scenarios.
- Light-Touch Advocacy – Used humor and warmth, not finger-wagging, aligning with Canada’s understated communication style.
