Scotiabank Gives Canadians a Hopeful Perspective on Financial Potentials

Scotiabank is kicking off 2024 by reintroducing its most well-known marketing asset in a sprawling new master brand spot. Debuting in 2006, You’re Richer Than You Think has become an iconic tagline in Canadian marketing history. Now, it’s being reconceptualised for a modern audience to help give Canadians a more hopeful perspective on their financial potential.

The 360 degree campaign, which went live on January 1st, is anchored by a :30 second spot that follows a variety of scenes and characters connected to one another by a feeling of what they’re missing out on. 

From a series of restaurants, cars, and homes going from casual to elevated to premium, our characters are all looking to the next person who has something 'more' than them, until the spot comes full circle to remind the audience that “there’s more to life than more.”

“Our research shows us Canadians are spending a record amount of time worrying about their finances from paying for day-to-day expenses, paying off debt, and saving for emergencies. Our relationship with money is highly emotional,” said John Rocco, vice president, global brand management at Scotiabank. “In the current economic environment, the future may feel daunting to some, and that’s why we’ve evolved our You’re Richer Than You Think platform to more accurately reflect the behaviour we’re seeing across Canada and to show how Scotiabank can be there when our clients need us. We believe our responsibility as a Bank is to give our clients the financial confidence, advice, and tools they need to navigate their personal financial situations – whatever those may be.”

“To reframe You’re Richer Than You Think and ensure our message truly connects with our potential customers, we knew we had to steer clear of the sea of sameness that plagues financial services marketing,” said Katie O’Donovan, director of global brand management at Scotiabank. “Our message had to be about our customers first, and about the Bank second”. 

So, to reflect the many realities of Scotiabank’s clients, the hero spot focuses on moments that are truly authentic to everyday Canadians with an insight just as common: that we are often pulled between gratitude for what we have coupled with the awareness that there is always someone who has it better. 

Each scene was intended to feel 'rich' in its own way, with each space requiring its own identity and influence, whether through the vibe, colour palette, typography, or lighting. Each scene’s main character also provided the Bank with an opportunity to reflect the diversity of Scotiabank’s clients, whether through their backgrounds, income brackets, lifestyles or relationship types.

Brendon Scullion, creative director at Rethink, said, “The interconnected nature of the film – with each scene leading to the next, and the next, and the next – presented some tricky technical challenges, particularly because we decided very early on not to lean on any camera tricks like a whip pan to preserve the single, compelling story.”

“There’s a language to the camera work that is incredibly subtle, but powerful,” says Max Bingham, creative director at Rethink. “Our amazing director, Ian Schwartz and the director of photography used a consistent zoom throughout the spot to create that feeling of being on the outside, and always trying to catch up – with the cinematography complementing the intention of the story.” 

“It was really important to find meaning in the present,” says Crystal Sales, group strategy director at Rethink. “The spot sets out to empathetically reflect the realities that Canadians face while showing how Scotiabank can help people make the most of their financial potential, even in today’s challenging economy.”

The Bank’s AORs led the campaign, with Rethink on creative and PHD for media. Canadians can see the commercial in cinemas across the country, as well as on YouTube – anchored by the hero :60s film, and supported by a :30s and series of :15s across traditional television, OLV and connected TV throughout 2024.