Scotiabank: Start Right

Relocating to Canada can be overwhelming. Newcomers often find themselves alone in unfamiliar surroundings with strange terms and different social rules. They're introduced to new bank brands, all of which have a different name and colour, but similar websites and storefronts. In its latest campaign aimed at new Canadians, Scotiabank is introducing 'First Day' as the antidote to bank communications that seems to talk at newcomers, rather than talking to them about their struggles, worries and goals.
Agency: Rethink, Canada

Because the best person to give new Canadians advice is someone who was in their shoes.Launched in support of Scotiabank’s StartRight program — which offers new Canadians a year of cost-free products, services and tailored advice to start their banking journey and life in their new home — ‘First Day’ captures real financial and life advice that immigrant Canadians would give themselves if they could go back to their first day in Canada. From digital ads, to billboards and bus ads, Scotiabank tapped real Canadians to highlight the advice they wished they’d received about life and banking in this country. The :60s spot, airing on TV and in cinemas, is inspired by a collection of real immigration stories from real Canadians. The spot has many hidden details that pay homage to immigration stories of the people that worked on this campaign — including real photos and personal items: including the exact sweater the lead actor wore on the plane the first time he came to Canada.