CIBC Helps Your Banking Take Off in Rebrand Spot

Juniper Park\TBWA has recently launched its latest work for the rebrand of CIBC.

The CIBC ‘Plane’ spot aims to create an emotional journey through a clear beginning, middle and end. The main character, a young girl, has a grit and authenticity that helps to bring her imagination to life.

“Our ambition was to launch the bank’s new logo and purpose in a highly emotive way. So, our idea was to turn the logo into a physical 'Symbol of Purpose' by making it real, giving it scale and dimension. It becomes a metaphor for how CIBC can help make your ambitions real.” – Graham Lang, CCO at Juniper Park\TBWA.

Director Chris Sargent is known for his visual storytelling. For this spot, he partnered with three-time Academy Award-winning cinematographer, Robert Richardson, as well as VFX studio a52, to bring his vision to the screen. “There’s a magic to this script as it unfolds,” says Sargent. “It is magic that’s nestled inside relatable hopes and dreams.”