The challenge was to convince university students that RBC 'isn't just their parents' bank'. In fact, RBC understands the challenges of student life.

The "Crime Doesnt Pay. Our Free Banking Does" campaign was based on the insight that cash-strapped students tend to steal things - from toilet paper to condiments. That message was then spread across mass-transit and university campuses nationwide - even to the campus bathrooms and showers - always offering students a crime-free route to financial freedom.

The result - 200% above sales target for campaign, double the results of the previous year. Thousands of new Facebook friends. Full-page PR coverage from a national newspaper. And many awards and accolades, including CANNES, CMA's, New York Festivals and Caples among others.