Some Canadian banks are more concerned about shareholder value than human value., on the other hand, looks at the real you and takes all your circumstances into consideration. When banks say no, says yes.

Agency: Mass Minority

CCO: Brett Channer
Creative Directors: Gary Holme, Brett Channer
Writers: Carly Trinier, Brett Channer, Andrew Pigott
Art Director: Quincy Evans, Tyler Genovese, Gary Holme
Producers: Jessica Holloway, Tony Shultz
Production Company: Mass Minority Productions
Directors: Gary Holme
DoP: Blair Locke
Editors: Andy Ames, Quincy Evans
Colour/Online/Composite: 1188
Audio: Michael Josselyn, Eric Hulme

Mass Minority tests creative variables in real-time, so we created a B version of the above, with more branding upfront, using supers and then added a voice-over to see if it was more effective.

Turns out it was. We also made these little GIFs for the current trend :06 second social media, to drive home the rejection young people often feel, at the hands of big Canadian banks.