Background
Canada's productivity paradox was the feature of one of the main campaigns at BDO in 2025. The campaign was built around a super long form web report that outlined the productivity crisis in Canada.
Client: BDO Canada LLP
Year: 2025
Services: Campaign concept, social/paid campaign, video animation, long form web design
My role: Lead campaign designer
The project
Concept creation
This report was the flagship piece in a campaign, so it began with concept creation. My idea was to show productivity through the idea of reflections. Showing, for example, one person doing the work of two, or increasing productivity, or seeing the repetition and effects of greater productivity. This worked well with the overall productivity concept, but also with some of the solutions that would be clear through other articles in the campaign (i.e. use of AI, efficiencies, etc).
This campaign was also going to focus on a variety of industries, so it was important to have a strong concept that could be applied in a variety of ways. As part of my concept development, I sourced a variety of images
Web design
Challenge: This report was a challenge to produce due to length and sheer amount of content. I aimed to develop repetition throughout the report to help guide the reader; Strong chapter sections, good navigation and a flow that helped guide the reader to the most significant content.
Wins: Despite its length, this piece had quite strong analytics with many visitors spending a lot of time on the page and high scroll depth. I used Maglr to create accessible infographics to really visualize the content, where possible. I think this also helped to hold interest and hook the reader with interesting stats.
Click to view full web report
Social and paid media
Being a large campaign that spanned across various industries and service lines, there was a variety of promotion done on this campaign. Because I wanted to keep some connection to the overall campaign, I continued with the concept of reflections onto social pieces. I also brought over elements where possible to create explicit tie-ins which hoped created connections for the reader. This report was meant to be something that was read more than once, and referred back to so I aimed to create familiarity with the user through all pieces, regardless of industry.
How Financial services can improve technology adoption and productivity Carousel
How Financial services can improve technology adoption and productivity Carousel
How Financial services can improve technology adoption and productivity Carousel
Quick stat infographic social post on what's causing Canada's productivity issues.
Quote card from the Productivity paradox report.
Canada's productivity paradox Linkedin Live promotion
Paid media example
Paid media example
Paid media example
