Scotiabank breaks new campaign
By Derek Winkler
Scotiabank has begun a new campaign called “Bank More Life.” Developed by Rethink, the national campaign promotes its Everyday Banking line of services. It consists of a 60-second television commercial in English and French, along with 30- and 15-second versions. Media work is being conducted by PHD. The creative depicts a man buying groceries for a family reunion, only for his visiting relative to be more impressed by a tomato growing in his backyard.
“We wanted to highlight that there is more to life than more,” said Crystal Sales, group strategy director at Rethink. “Life isn’t always about the money or material things, but about the feeling and reason behind it. You can buy all of the caviar in the world, and of course it’s delicious, but there is nothing more magical than quality time spent in the kitchen with someone like your Nonna. Our strategy highlights that when you bank more, you’re banking more richness through connection and human experiences that add to your life in ways that can’t be bought or paid for.”