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ATB Financial conducts No Bull Mortgage campaign

ATB Financial of Edmonton has begun an out-of-home advertising campaign aimed at younger new home buyers. The campaign, developed by DDB Edmonton and using media from Newad, compares a mortgage to a first date that may not be as attractive as it first appears. The ads promote ATB's line of No Bull Mortgage products.

The campaign is running in restaurants and bars in Edmonton and Calgary. The creative makes use of lenticular displays that present different images when viewed from different angles. The first image displays a person in an attractive way, while the second image presents them as less appealing. The campaign uses the copy, "Too good to be true? Your mortgage doesn't have to be." It will run until mid-October.

"A lenticular campaign like this one lets us put forward a clear message and can quickly become a playground for creatives looking for tools with which to deliver unique and performing messages," said Jolene Van Den Bruel, marketing manager at ATB Financial.

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