Feast Shows That Doing Taxes Comes with Benefits

Toronto creative agency Feast is helping the CRA infuse a layer of comedy and relatability to doing your taxes with a new advertising campaign. 

The “Silver Linings” campaign demonstrates how good things come from doing things we don’t necessarily enjoy, even our taxes. By completing their taxes, Canadians receive many benefits and credits that can improve their and their family’s lives.

The campaign centres around a 30-second spot directed by Feast creative director Ante Kovac that takes a humorous look at everyday silver linings. We meet three characters – Priya, Max and Paul – each are engaged in activities they’d rather not be doing, and in each case, their life is improved because of them. 

“The simplicity of the idea aligned perfectly with what the client wanted to communicate to all Canadians – doing your taxes may lead to qualifying for benefits and credits,” said Feast creative director Ante Kovac. “When building out the other scenarios, we sought no-brainers - when you exercise, you feel better, and cooking a meal leads to you enjoying it with loved ones. Many things can be challenging, and on the other side of these challenges is something better.”

See this campaign live across Canada on television, out-of-home, social media, Netflix, YouTube and more from February to June of 2024.