CBC's Canada Reads 2023 Campaign
CBC
Toronto, ON
Canada Reads 2023 had two key objectives: to drive tune-in to broadcasts on CBC Radio One, CBC Listen, CBC TV and CBC Gem, and to increase audience reach and engagement of the iconic brand. In order to achieve these objectives, the theme for 2023 was “One Book To Shift Your Perspective.” The stories we tell and the way we tell them can shape how we see ourselves, our communities and the world. Due to limitations in budget and media channel funding, Canada Reads needed a fresh, new approach to increase audience reach and ratings. The team designed a unique poster that could be hung either way and was a fun way to look at perspective and how a book could literally ‘turn one’s life around.’ No instructions were provided to partners on how to orient the poster, and the team was pleased with the varied interpretations. The execution style is isometric, clean and colourful yet light. Canada Reads aired across several CBC platforms between March 27–30, 2023 and garnered an adult 25–54 television increase, up by 38% compared to the 2022 broadcast. Live video views on Gem were up by 13% from 2022, and podcast downloads were up by 19%.
Credits
- Creative Lead & Digital Art Director: Nitin Fernandes
- Photographer: K. C. Armstrong
- Creative Manager: Caverleigh Tuer
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