Simplii Financial - "Start Your Engines "

Broken Heart Love Affair

Broken Heart Love Affair Toronto, Canadá

4129

Marca: Simplii Financial
País: Canadá

Anunciante: CIBC

Título	Start Your Engines
Agencia	Broken Heart Love Affair
Campaña	Bank on the Now
Anunciante	CIBC
Marca	Simplii Financial
Fecha de primera difusión/publicación	2023 / 6
Sector Empresarial	Servicios bancarios, inversiones, corredores de bolsa
Lema	START YOUR ENGINES
Filosofía	Simplii Financial launches Bank on the Now platform to help clients to seize the moment Created by Broken Heart Love Affair, the fresh approach demonstrates the contrast between the digital bank and its peers Simplii Financial, one of Canada’s leading digital banks, unveiled a new brand platform and modern look with the goal of helping Canadians Bank on the Now. The refresh is part of a multi-year initiative to build on the bank’s ambition to be a leader in direct banking. The branding, developed by Broken Heart Love Affair, introduces a new logo, a vibrant magenta and neon green, and black colour palette, editorial-style images in black and white that capture raw and candid moments, as well as three dots borrowed from the ‘i’s in Simplii. The campaign is anchored by a 60-second digital and social ad, programmatic and display ads, and out of home advertising. The black and white spot features human moments in near-suspended animation that precedes action–highlighting that we exist, change, and create in the now, resolving in the tagline Start Your Engines. In one scenario, a man is shown pulling back on what audiences eventually realize is a huge slingshot strung between a pair of trees. While the slingshot itself is never shown, we see the man straining to pull it backward, his bare feet digging into the ground below, the trees audibly creaking as they are bent down by his actions. In another scenario a greyhound sits inside an elevator, eager to bolt as soon as the doors open. In another, a young woman is shown standing outside and viewers see her feet beginning to smoke, accompanied by the sound of squealing tires. Another spot shows a man winding up to deliver what is shaping up to be a monumental kick to the rear of a colleague. Each spot ends just as all of that latent energy is about to be released, abruptly transitioning from the black and white imagery to the bright visuals of the revamped Simplii Financial logo, accompanied by the all-caps message “START YOUR ENGINES.”
Medio	Interactivo
Duración	60 seconds
Director de publicidad	Tammy Sadinsky
Director de publicidad	Christy Clem
Director de publicidad	Ibad Abasi
Director de publicidad	Maria Albi
Director de publicidad	Amba Ramgoolam
Responsable de la creación	Carlos Moreno
Chief Strategy Officer	Jay Chaney
SVP Strategy	Kristy Pleckaitis
Director creativo	Jordan Hamer
Creative Director/ art director	Spencer Ryan
Director artístico	Fabio Siqueira
Responsable de conceptos / redactor	Jordan Hamer
Responsable de conceptos / redactor	Frank Megna
Diseñador	Rasna Jaswal
Diseñador	Mark Neil Balson
VP Client Success	Ravi Singh
Director de cuentas	Carlos Game
Jefe de cuentas	Alexandra Kotschorek
Jefe de cuentas	Vipandeep Singh
Account Coordinator	Sweetha Mahendran
SVP, Executive Producer	Erica Metcalfe
Junior Producer	Olivia Cousineau
Productora	Colossale
Realizador	Jodeb
Productor ejecutivo	Vlad Cojocaru
Director de fotografía	Alexandre Nour Desjardins
Productor	Samuel Caron
Jefe de decorados	Susan Macquarrie
Responsable de vestuario / estilista	Amanda van der Siebes
Director de producción	Nicolas Derube
Casting	Ginette D’Amico Casting
Casting Director	Ginette D’Amico
Montaje	Saints Editorial
Executive Post Producer	Michelle Rich
Montador	Mark Paiva
Assistant Editor	Nick Coleman
Colorization	The Vanity
VFX Artist	Sean Cochrane
Colorista	Andrew Exworth
Executive Producer Color	Stephanie Pennington
Color Producer	Katie Methot
Audio House	Berkeley
Music Composer / Audio Director	Jared Kuemper
Productor ejecutivo	Tyna Maerzke
Sound Design and Mix	Jared Kuemper
Media Agency	MediaCom Canada
PR Agency	Pomp and Circumstance
Multicultural Agency	Barrett & Welsh
CRM	Performance Art