Royal Bank of Canada Celebrates the Courage of Starting a New Life

Dentsu Creative has launched its latest campaign, in collaboration with the Royal Bank of Canada (RBC): New Can Feel like Home. 

Targeted at newly arrived newcomers, permanent residents, temporary foreign workers who have just arrived in Canada, the campaign highlights RBC’s Newcomer Advantage – a series of tools, resources and products geared towards helping newcomers become settled in financially once they arrive in Canada. This includes the role an RBC Advisor can play by providing meaningful advice, support and community connections we know newcomers need – as many advisors were once newcomers themselves. 

The campaign will be running in OLV/Social placements, and Connected TV, with additional harder hitting, tactical based creative living in digital, social and OOH. New Can Feel Like Home launched the week of August 14th and runs until October 15th.

Jennifer Howard, vice president, lending, international banking and cultural marketing, “We are incredibly proud of this campaign. Our long-standing experience and commitment to helping newcomers settle in, allows us the unique opportunity to offer the right solutions to fit their unique needs. Our aim in collaborating with Dentsu Creative in launching this program was to really celebrate the courage and bravery needed to uproot one’s life and highlight just how much empathy brands should have in working with newcomers.”

David Federico, creative director, Dentsu Creative, “From the research, we know the first 70 hours for a newcomer is so critical, so working closely with RBC to tell this heart warming story of a South Asian family starting a new in Canada was an incredible experience for the team. Capturing this through the lens of all the new experiences a newcomer family goes through, and the support RBC can provide shows just how much they understand the newcomer journey and like us, they’re inspired by the courage it takes to move to a new country.”