Tangerine Bank

Hard Work

To reframe what Canadians could expect from a bank, Tangerine celebrated the hard work of making a living and asked viewers whether their bank puts in a similar effort on their behalf. An original recording of an Army Cadence track set the backdrop for a gritty film with an empathetic, inspiring tone.

The Hard Work rallying cry was supported on TV, in cinemas and online, with 30-second and 15-second versions. OOH executions followed, including posters in malls celebrating retail workers ("Folding clothes is an art when you do it 3,000 times a week") and boards on skyscrapers recognized window washers ("There are 984 windows on this building. And someone's got to wash them"). The campaigned resulted in a 295% increase in net new clients from its launch.