Go North, an innovation publication celebrating the Canadian tech start-up scene, is the latest of 5 major campaigns Underline has created for Google. The aim of Go North was to share the stories of Canadian start-ups and innovators. It shines a light on the potential in Canada and inspires action through supporting or participating in the flourishing Canadian tech industry.

With content developed by VICE, Underline advised on content structure, designed the publication and art directed all custom photography. We photographed Canadian start-ups and innovators such as Google’s Geoffrey Hinton, Shopify, Hootsuite and the Myo armband by Thalmic Labs in a distinct style that is bright and optimistic to highlight the energy of the people, places and products comprising Canada’s tech industry.

- Hosted 650+ leaders in the Canadian startup community
- 14k joined via Bloomberg's livestream on YouTube
- #1 trended hashtag in Canada the day of the event (#GoNorth); +2k Tweets and 13.6M estimated social media impressions (13.6M Estimated Social Media Impressions)
- Engaged key influencers in the Canada's tech community: +50% startup Founders, Presidents or CEO’s + speakers from 3 of the top 5 startups in Canada
- Who’s who of tech leaders on main stage: MINISTER Bains (Minister of Innovation, Science & Economic Development), Garrett Camp ( Uber), Mike Lazaridis (BlackBerry), Harley Finkelstein (Shopify) and more…
- Launched Google.org Impact Challenge - $5M granted across 10 nonprofits using technology to make the world a better place
- National and international press coverage from Canada’s largest news media outlets, including the national paper of record the Globe and Mail, the Financial Post, and CTV News, as well as international coverage from Bloomberg and TechCrunch