Building on their ‘Get What’s Yours’ work, Sid Lee and H&R Block are shifting from people you shouldn’t trust with your taxes, to connecting with the experts you should, in their new ‘It’s Simple Even When It’s Complicated’ campaign.

“For the last two tax seasons, we’ve worked with Sid Lee to show Canadians why filing your taxes with a shadow preparer is never as good as using the experts at H&R Block,” said Hilary Zaharko, VP marketing, H&R Block. “This year we wanted to focus more directly on the added benefits of trusting our experts – they’re experienced and caring people who are invested in finding the right way to help you get what’s yours, making your taxes feel simple no matter how complex they may seem.” 

“In our collaboration with H&R Block, we found that the milestones that make you feel like you’ve made it as an adult, such as finding stable employment, starting a family, buying a home or investing for the future, tend to also make tax season feel more complicated and stressful,” said Matt Fraracci, creative director, Sid Lee Toronto. “Playing on these complexities, we show that people are complicated too, and nothing brings out these complications like their taxes.” 

Drawing attention to the experts and not just the expertise, the new campaign uses humour to demonstrate that our taxes feel complicated because life is complicated. But regardless of how complicated life may be, H&R Block’s tax experts can make taxes simple.

This year’s integrated campaign includes TV, radio, social, digital elements and out-of-home advertising crafted to drive more people to connect with H&R Block’s experts and use their services.