Some Things in Life are Bull
Getting 20-somethings to care about legal fine print in mortgage contracts is no easy feat (in fact, you may have just yawned reading this sentence). And yet that was our brief: to educate Millennial first-time homebuyers about their mortgage-related contractual obligations and differentiate ATB's clear-cut No Bull Mortgages with the mortgages offered by the rest of the financial industry.
We created a social media campaign (Instagram, Facebook, YouTube and Twitter) that pulled back the curtain on some of those stereotypical social media posts--eg, the over-styled "I'm just cooking a casual dinner" food shot, the "I'm on a beach" vacation pic, the "look at how awesome I am at yoga-ing" pose--and compared that to the hidden gems found in mortgage contracts. This gave us the face time we needed to explain why anyone should care about No Bull Mortgages. We focused on the idea of fairness, something we knew our Millennial audience and their social justice warrior heroes cared about.
And it worked! Our recurring character became iconic to the "No Bull Mortgage" brand, and helped increase awareness of ATB's offering.
Creative Direction, Script Writing, Strategy
Winner - Best Broadcast Series, 2016 ACE Awards and Anvil Awards