CIBC Bank Embraces Canadians’ Diverse Ambitions in Latest Campaign

Every day, Canadians work tirelessly towards their short-term and long-term goals. Through its newest brand advice campaign, leading North American financial institution CIBC wants Canadians to know that any goal, big or small, is within reach with the right tools and advisors by their side, whether those ambitions include growing a budding sneaker business, planning a family trip to Japan, or spending their retirement to master pickleball.

Titled '5-Year Plan' and directed by Omri Cohen, the new work from AOR Courage uses the often-asked query, “Where do you see yourself in five years?” to showcase the wide array of ambitions that are possible with the help of expert financial advice. The :60 short film features a brief cameo from professional hockey star and long time client and ambassador for CIBC Connor McDavid, who takes a second to share his own hopes for the future.

Powered by expert advice from banking centre advisors and essential digital tools like its award-winning mobile banking app and CIBC Goal Planner, CIBC wants to empower Canadians to strive for their unique aspirations while providing them with the resources to turn their dreams into realities. 

“The first step in achieving your dreams is to create a plan,” said Hilary Windrem, senior director of Brand at CIBC. “We want to show Canadians that not only do their ambitions matter deeply to us - but that no matter the size or the time horizon, we’re here to help make them happen particularly at a time when some Canadians may feel their ambitions are out of reach. We love this work because it vibrantly places a diverse range of modern-day dreams at its centre.”

“The word ambition can sometimes seem so big and intimidating. What I love about this idea is that it makes it attainable and adds dimension to it with a simple thought provoking question we hear all the time,” said Dhaval Bhatt, co-founder and co-CCO at Courage. “It’s also something tangible that Canadians can get from their bank. I can see a lot of people wanting to come in for their five-year plan.” 

'5-Year Plan' will run in two phases (the second of which will launch in January 2024) and see additional support via :30, :15 and :6 cutdowns, programmatic, OLV and social.