Scotiabank kicked off their lending season with a campaign focusing on the hard hitting questions people have around their investments. The idea was to show the questions in context of the everyday events in a family's life. For consistancey and continuity we extended the broadcast piece shown below into the print and digital media. We used the same family, set, and props to ensure we had a complete campaign. In the OOH executions we used the tough questions on highway billboards (although our concepts were harder hitting). For the city billbords, we looked at unique and non tradional placements like brick walls and parking garage barrier arms with messages like is something holding you back from retiring sooner. The call to action was ment to drive customers into the bank to get a 2nd opinion from a Scotiabank Advisor.

 

Myself and my writing partner worked alongside the creative directors on the project. I was hands on on on set for the boradcast and lead the art direction of the still photoshoot. As part of the entire project I did the image renderings of the shots that were used by the broadcast and print teams. As the art director, I sourced and selected the photographer, Philip Rostron. After the shoot I oversaw the retouching and minipulating the final selected shots that made up the campaign.