| História | Simplii Financial’s new integrated brand campaign brings to life how Canadians can keep more money in their pockets, and in turn enjoy more of life’s simple pleasures. The campaign, developed in collaboration with global Toronto-based creative agency, Juniper Park\TBWA, includes OOH, digital, and social elements, plus an animated series of short OLVs; each one highlighting the different benefits of banking with Simplii. In an increasingly complex world, modern life for Canadians can be overwhelming. Simplii understands that it’s the simple things in life that often bring us the most joy. “We’re always striving to make our clients’ lives simpler. Now more than ever Canadians are looking for support from their financial institution to ease their mind and help them pursue what brings them joy.” says Rob Assimakopoulos, Senior Vice President and Chief Marketing Officer at CIBC. “With our latest campaign we’re demonstrating how our numerous offerings allow our customers to do exactly that.” To deliver this message, the brand worked with Juniper Park\TBWA to develop a campaign that demonstrates how, with no monthly fees, it can put money back in its clients’ pockets, and what they can do with it. In a unique animated series of OLVs, Simplii communicates the benefits of its various offerings, like Global Money Transfer – which allows customers to send money to loved ones abroad with no transfer fees – as well as other proof points showcasing relatable moments in which it was the catalyst in enjoying life’s simplest moments. "These beautifully fluid animations take our Simplii Financial red dots to the next level. Crafted for social video primarily, they connect the brand with those simple moments of everyday joy,” says Graham Lang, Chief Creative Officer at Juniper Park\TBWA. The strategic insight behind the campaign was inspired by TBWA’s cultural insights studio, backslash. The team researched and discovered a cultural shift (or edge) called Zero Out. Zero Out claims that from zero-waste living and napping culture at work, to festivals of nothingness, we’re emptying our overstuffed lives and opting for a simpler way of life. |