New Neighbours
You said you’d move to Canada. We held the door.
Brand Manifesto
For decades, Americans have been saying it. After elections, after news cycles, after moments that felt like too much. We heard you every time. Canada is a large country with a great deal of space, a healthcare system that works for everyone, and a population that is, on balance, genuinely pleased to have you. Our province has room, and we have been known to be friendly even under difficult circumstances — including, historically, to Americans. New Neighbours is a provincial government initiative dedicated to making your transition as smooth as possible. You made a big decision. We want to help you feel at home.
Creative Brief
Objective: Welcome Americans newly arrived in Canada and encourage settlement in the province.
Audience: Americans who have recently relocated or are seriously considering it. Secondary audience: Canadians who will share the campaign because it is warm and recognizable.
Tone: Genuinely welcoming. Canadians are never smug. The humour is gentle and situational. No one is made to feel bad about where they came from.
Executions
01 — Brand Film: "You Said You Would"
90-second digital film. A montage of Americans across years and decades saying they're going to move to Canada. News clips, social media videos, man-on-the-street interviews. Each clip is dated. The tone is affectionate throughout.
The montage builds — more clips, more voices, more years, the declarations piling on top of each other with increasing urgency. It ends. A beat of silence. Title card:
This is that time.
Cut to wide shots of the province: open Prairie at dawn, a tree-lined street in a quiet city, a family at a kitchen table. Voiceover, warm and unhurried:
"Canada has a lot of space. Some of it has been waiting for you for a while. New Neighbours — a provincial government initiative. newneighbours.ca"
02 — Welcome Guide Excerpt:"A Few Things Worth Knowing"
Printed and digital orientation booklet. Opening pages.
Welcome. A few things worth knowing.
Canada is the second-largest country in the world by area. A significant portion of it is directly above you on a map, which may explain why it was easy to overlook. We mention this not to make a point but because once you see it, you understand a great deal about how we think about distance, weather, and personal space.
On the language: You speak English. So do we, mostly. But a few things are worth knowing.
"Yeah, no" means no. "No, yeah" means yes. These are not the same thing and the distinction matters more than it should.
"Eh" is not a punchline. It is a genuine conversational tool — part question, part confirmation, part invitation to agree. Used correctly, it will make people like you. Used ironically, it will make people know you just arrived.
We also speak French. You will need it not only in Quebec but in francophone communities throughout the country. Your pronunciation will be bad. Do not worry about this. They will probably assume you are from Toronto. Correct them before they assume you are a Leafs fan. Under no circumstances volunteer that you are a Bruins fan.
A few phrases worth having:
"Bonjour" — hello, and also a test you did not know you were taking.
"Désolé, je ne comprends pas. Je suis un Américain réformé." — Sorry, I don't understand. I am a reformed American. This will get you further than you expect.
"Une bière, s'il vous plaît." — A beer, please. Non-negotiable.
On behaviour: Hold the door. If someone is within ten metres, you hold it. This is not optional.
Say sorry. Not because something went wrong, necessarily. It is a form of punctuation here and you will pick it up faster than you expect.
The weather is not small talk. It is a genuine topic of shared concern. Engage accordingly.
Healthcare works for everyone here. You are covered. You don't need to do anything.
We are very glad you are here.
03 — OOH: Billboard Series at Border Crossings and Airports
Warm and direct.
"You said you'd move to Canada. We saved you a spot."
"We've been your neighbours the whole time. Now you're ours."
"We have universal healthcare and we will still be polite about it."
"Canadians are famously nice. We are prepared to prove it."
04 — Social Series: "Things We Should Probably Mention"
Five-post awareness series. Warm, informative, gently instructive.
Post 1: "Healthcare works for everyone here. You are covered. You are welcome."
Post 2: "We spell it 'colour.' Your spellcheck will disagree. We apologize on its behalf."
Post 3: "'Yeah, no' means no. 'No, yeah' means yes. You'll get it. It takes about a week."
Post 4: "Saskatchewan has more sunshine hours per year than Miami. We understand if that requires a moment."
Post 5: "We have been quietly excellent for a very long time. We're glad you're finding out."