Canadians Create, Episode 11: LG2’s Grand Effie-Winning Work

​​​​​​​StartWell, in partnership with Little Black Book (LBB) and the Institute of Canadian Agencies (ICA), has launched the eleventh episode of its original podcast series, ‘Canadians Create’. Designed to bring to life the ICA’s ‘Brands Need More Canada’ manifesto, the series focuses on highlighting conversations with agencies and marketers, showcasing best-in-class examples of Canadian creative work in the process.

This week’s edition kicks off the first of three special episodes, released in partnership with Effie Canada. Intended to showcase the competition’s 2025 Gold winners, here, viewers can learn more about National Bank of Canada's ‘The Investment Issue’ (Gold in the Positive Change: Social Good – Diversity, Equity & Inclusion category). Created by LG2, the work not only took home the Grand Effie, but helped the brand tie for the title of Effie Canada Marketer of the Year – a perfect subject of exploration for podcast producer and host, Qasim Virjee, live at The Gathering.

Featuring creative director Martin Beauséjour, strategy director Arthur Rollet, and principal director, client services Stéphanie Martin, the episode highlights just what it took to tackle the gender investment gap, and stand out as a challenger brand with a smaller budget in the process. From the ins and outs of the LG2-National Bank of Canada relationship, to the creative and strategy process behind uniting nine of Canada’s women’s magazines to empower women, the interview goes in depth, demonstrating exactly what award-winning work looks like, and the importance of baking creative effectiveness into the process.

To learn more about the campaign which reached more than 80% of Canadian women, generated over nine million interactions, and drove a 31% increase in investment account openings, watch below.