CIBC has announced the recent launch of its Brand Advice campaign, focused on showcasing the importance of good financial advice and the possibilities that come with it. This new campaign, in market this month, was created in collaboration with global Toronto-based creative agency, Juniper Park\TBWA, as part of CIBC’s rebrand.
Directed by Chris Sargent, the Brand Advice campaign is the first service proof of CIBC’s new brand under the campaign platform, “Ambitions Made Real”. The two spots are a continuation of last year’s anchor spot, ‘Plane’, which was also directed by Sargent, and aim to demonstrate how the brand’s financial advice and innovative banking solutions can bring your ambitions to life. They follow the same concept by visually turning each character’s ambitions into reality through compelling storytelling.
“This new work showcases the power of how our bank continues to put our purpose into action,” says Esther Benzie, Vice President, Brand and Marketing, CIBC. “Every day, CIBC financial advisors provide real help by offering personalized advice that helps make their clients’ ambitions a reality.”
In the hero spot, ‘Designer’, audiences are taken through one entrepreneur’s dream to turn his side hustle into a full-time business. In the second spot, ‘Surfer’, we see a visualization of how an early retiree is able to hand over the keys to his business and spend more time doing what he loves. Both spots feature a life-size version of the new CIBC diamond-shaped logo, which, much like the ‘Plane’ spot, acts as a portal to your ambitions.
“We wanted to reiterate to audiences that the CIBC logo is a metaphor for ‘Ambitions Made Real’, inspiring you to take action and go after your goals,” says Graham Lang, Chief Creative Officer of Juniper Park\TBWA. “By stepping through the portal, we are taken from an idea to a new reality, all made possible by CIBC’s financial advisors. The spots aim to highlight how CIBC truly understands that every ambition is unique and that their financial advice can empower you to get where you want to be.”
The integrated campaign is available across TV, OLV, Digital and Social. Videos were directed by Chris Sargent, produced by AD Hoc Content, with post-production by Saints, a52 and Bolt Content. Media is handled by Mediacom.