2024 Winner

CIBC offers customers free global money transfers, a unique feature often overlooked by newcomers. The brand wanted newcomers to know that its no-fee policy set it apart from the other Big Five banks and made it worthy of consideration among challenger brands when it comes to sending money back home.

The “Send All the Love” campaign, by Courage, featured real immigrants and the experiences enjoyed by their families back home (a nephew playing with a new basketball, singing at a karaoke night out, watching on a big screen TV) made possible by the saved fees. The campaign targeted key transfer corridors in Canada with spots on TV and radio. It also translated “Send All the Love” over a hundred different ways across DOOH, social media and digital platforms. The campaign led to a 38% increase in brand sentiment, an 11% rise in transaction volume, and an 8% increase in daily product users.

Credits

Courage
CCO, Founder: Dhaval Bhatt
CCO, Founder: Joel Holtby
CSO, Partner: Tom Kenny
President, Partner: Niki Sahni
Creative Director: Dominique Raso
Creative Director: Cindy Marie Navarro
ACD: Hemal Dhanjee
ACD: Steve Ierullo
Copywriter: Zac Smith
Art Director: Zeina Elshurafa
GAD: Saloni Wadehra
Account Director: Kat Ledgett
Account Executive: Darita Odobo
Account Coordinator: Sunaina Arora
EP: Clair Galea
Producer: Katie Fowler
Group Strategy Director: Rami Dudin

Oliver
President: Jay Owen
Account Director: Amanda Agostini
Account Executive: Una Li
Business Director: Christine Benchemam

CIBC
Chief Marketing Officer: Tammy Sadinsky
VP, Business Partner Marketing: Angela Sarino
Senior Director, Business Partner Marketing: James Featherstone
Senior Manager, Customer Marketing: Melissa Clark
Manager, Customer Marketing: Jacqueline Hood

Spy Films
Director: Omri Cohen
EP: Marcus Trulli
DOP: Brandon Kelly
Producer: Adrian Cheung
Production Coordinator: Leah Munro

Toronto
Production Designer: Tatjana Green
Locations Manager: Anthony Guerriero
Production Manager: Trevor Evoy

Mumbai: Fingerprint Films
EP: Madhukar Kotian
Producer: Shiibu Tholat

Manila: Hot & Fresh
EP: Chris Esguerra
Producer - Nomer Mercado

Jigsaw Casting
Casting Director: Shasta Lutz
Casting Associate: Kaitlin Lane
Real People Casting Associate: Sylvia Lee

Nimiopere
Editor: Nick Yumul
Assistant Editor: Shalini Menon
EP: Julie Axell

Alter Ego
Colourist: Wade Odlum, Lily Henry
Colour Assistant: Daniel Saavedra
VFX Artist: Joel Osis
Motion Designer: Ian Flaig
VFX Assistant: Saba Zahir
Producer: Mariya Guzova
EP: Hilda Pereira

Vapor Music
Creative Director: Ted Rosnick
Original Music + SFX: Vapor Music
Senior Engineer: Julian Rudd
EP: Lindsey Bates

EssenceMediaCom
Account Director: Nicole LeClair
Account Manager: Jodee Cave
Assistant Account Executive: Nikita Chandra
Account Director: Lisa Wong
Account Executive: Sarah Yang
Assistant Account Executive: Jennifer Shen