The Canadian Association of
Defence and Security Industries:

Putting Passion Behind Promotion

digital marketing

The Canadian Association of Defence and Security Industries (CADSI) advocates on behalf of its members, which employ more than 60,000 people in small to medium-sized businesses in technology development, cybersecurity, manufacturing, and training across the country. It’s a diverse industry supported by diverse backgrounds – sounds pretty Canadian.

But, Canada’s defence and security is an undefined industry to the public, and Alphabet® needed to shift some misconceptions. There is a wealth of innovation being created in the industry, a passion to improve the lives of Canadians and protect our environment from coast to coast to coast.

We understood that in this industry, it’s about people.

By shifting the conversation from what Canada’s defence and security industry does to who it is, we pulled into focus individuals helping to build a stronger, safer Canada.

My North, My Home – a platform to raise our voice

We created as a hub to share human stories, hear from folks across the industry spearheading amazing innovations, and learn more about the safety and security of our northern communities. From fighter jet pilots to leaders in cybersecurity, welders inspiring the future of women in trades to robotics engineers, through My North, My Home, we met a broad cross-section of Canadians working to make an impact. They shared their jobs, but more importantly, they shared their passion for their jobs, and the satisfaction that comes with keeping Canadians safe.

promotional campaign

  • Benoit Corbeil

    Tulmar Safety Systems, Hawkesbury, Ontario

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  • Vicki Berg

    Irving Shipbuilding Inc, Halifax, Nova Scotia

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  • Sam Macdonald

    Deep Trekker Inc, Kitchener, Ontario

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The results speak for themselves

These stories struck a chord. Our full promotional campaign included traditional media, digital, and experiential channels. Stories were shared across various social media platforms to reach the public and policymakers alike. As a promotional and experiential campaign, My North, My Home demonstrated great value to CADSI’s members, and our paid digital campaigns outpaced expectations generating CTRs that far exceeded our benchmarks.


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A round trip ticket to
the North

It’s not always easy to see the results of Canada’s defence and security industry’s hard work in Canada’s North – bringing life-changing innovations to northern communities and protecting our northern borders at the land, air, and sea levels. We couldn’t take the more than 11,000 attendees at CADSI’s annual Trade Show, CANSEC, to Canada’s Arctic in a weekend, but we could bring the North to CANSEC.

We created a fully immersive virtual reality experience to take attendees on a mission through the Arctic on a snowmobile, submarine, and jet. Throughout the three-and-a-half-minute journey, attendees put themselves in the shoes of real people in the industry.

watch VR video

Attendees approached CADSI’s booth to a panoramic view of our VR experience, displayed across three vertical screens. We even brought in a genuine snowmobile for players to sit on because while it might be virtual reality, the physical environment plays a huge part in the immersive experience. Our talented team of bilingual activators ensured attendees had a blast and each mission went off without a hitch.

This looks
f***king awesome!”

VR gallery
VR gallery
VR gallery

Our mission (and we chose to accept it)

The entire VR experience was built from scratch right here at Alphabet®, with our bravest volunteers ruthlessly testing the game to iron out any kinks (and keep the motion sickness to a minimum).

Besides 2019 being the most successful CANSEC to date, our VR ride saw a steady stream of seriously impressed players.

To learn how Alphabet® can help tell your story, get in touch, and we’ll get started.

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