HomeEquity Bank Campaign Wants Canadians to Rethink Retirement

In a new mass campaign, HomeEquity Bank and Zulu Alpha Kilo have tapped trusted Canadian journalist and author Peter Mansbridge to get Canadians to rethink their retirement. Mansbridge was recently appointed Strategic Communications Consultant for the bank. This collaboration aims to open up the conversation around retirement and how Canadians can do more in their golden years, by leveraging the CHIP Reverse Mortgage.

The way Canadians are thinking about retirement is changing – and being able to access equity from their home allows Canadians to have more opportunity and flexibility in their later years in life.

"People aged 55 and above will account for a third of Canada's population by the end of 2024, leaving many with questions about what the future of retirement looks like," said Steve Ranson, president and CEO, HomeEquity Bank.

The campaign includes a :30 TV spot, 'Ask Yourself', featuring Mansbridge being interviewed in a press conference where he is asked some tough questions about his future by a very discerning audience – himself. The reporters and journalists in the crowd are made up of a sea of Peter Mansbridges – with the goal of communicating how Canadians need to ask themselves about what retirement could mean for them.

"Planning for retirement can be very personal, and many people understandably don't always know how to evaluate what's right for them," said Vivianne Gauci, senior vice president, customer experience and chief marketing officer, HomeEquity Bank. "We're proud to be collaborating with one of the most trusted interviewers in Canada to help guide and empower people to live retirement on their terms with confidence."

“We were excited to build a campaign around a true Canadian icon, Peter Mansbridge,” says Brian Murray, chief creative officer Zulu Alpha Kilo. “To create the effect of dozens of Peters, we had Peter act out the full commercial from every seat in the press conference. Then all the shots were later combined by the talented visual effects team at Alter Ego.”

The campaign kicks off with the spot 'Ask Yourself'. It will run on television, digital and social media starting January 8th.