Finalist
Bos

Henri Vézina   Fido   Familiprix   National Bank/Banque Nationale   Historia

NATIONAL BANK/BANQUE NATIONALE

After two straight years of market declines coupled with low investment activity across the category, National Bank needed an advertising platform that would work with a variety of media and products while differentiating the bank from its competitors. The resulting campaign demonstrates the proximity of the bank to ordinary people's daily lives, and the bank's singular ability to create wealth for those who remain in close touch with their financial service provider. Over-the-top hyperbole illustrated the magically wealth-inducing impact of the largest bank in Quebec and its financial advisors, while at the same time distinguishing it from the Caisse Desjardins. The message was clear: Ordinary citizens had but to encounter the National Bank's red-flag symbol and their net worth would improve.

Television

Fertile Couple	Jogger
Musician	Scooter