In their role as Nova Scotia's business development agency, NSBI launched a campaign to advertise the benefits of exporting and also draw attention to the services they offer to assist export-curious businesses in taking that first step into foreign markets.
Under the banner of World. Oyster. Go., the campaign began as a series of native advertising pieces placed in the Business section of Nova Scotia’s largest daily paper. These pieces profiled local businesses that had benefitted from exporting to international markets.
By summarizing the famous phrase and using a slightly impatient (but friendly) voice in the style of a pep talk from a mentor, ‘World. Oyster. Go.’ was a motivational call for businesses to realize that exporting their products or services should be a given.
Photography by Meghan Tansey Whitton