2024 Winner

In 2024, Scotiabank launched a revamped version of its iconic “You’re Richer Than You Think” campaign to address Canadian perceptions of wealth in a challenging economic climate. The campaign aimed to redefine the meaning of what it means to be “rich”
and instill hope and optimism.

The centerpiece was a film depicting fleeting interactions between a chain of individuals, each observing the others’ seemingly luxurious lives. But, the narrative shifts when even those who are leading extraordinary lives show that they envy simple moments of warmth and joy. Although early in the campaign, it has garnered media coverage and positive consumer response.

Credits

Chief Creative Officer: Aaron Starkman, Mike Dubrick
Chief Strategy Officer: Sean McDonald
CD, Art Director: Max Bingham
CD, Copywriter: Brendan Scullion
CD, French: Julie Day-Lebel
Group Strategy Director: Crystal Sales
Strategy Director: Daavi Wong Wolfson
Group Account Director: Jules Sylvestre
Account Director: Catherine Demmer
Account Supervisor: Sandra Stainton
Head of Broadcast Production: Laura Rioux
Director of Broadcast Production: Shelby Spigelman
Broadcast Producer: Shannon Farrell, Lauren Sloan, Alex Butt, Katia Dupuy
Group Business Lead: Caitlin Bourada
Group Account Director: Jules Sylvestre
Account Director: Catherine Demmer, Kara Schulz, Aicha Dailo
Account Supervisor: Sandra Stainton, Queenie See
Head of Brand Narrative: Meredith Montgomery
Account Director, PR: Chenda McKissick
Production Company: Radke
Director: Ian Schwartz
DoP: Pat Scola
EP: Tony Dimarco
Line Producer: Rob Jacklin
Editing Facility: Nimiopere
EP: Julie Axell
Editor: Graham Chisholm
Assistant Editors: Parnika Raj, Laura Corredor
Colour: Trafik
Colourist: Ricky Gausis
EP: Phoebe Torsilieri
Finishing Facility: The Vanity
VFX Lead: Andrew Farlow
VFX: Adam Silcox-Vanwyk, Noah Matikainen, Naveen Srivastava, Michael Medeiros
CG: Josh Clifton
EP: Kayla Baxter
Audio House / Licensing: Vapor Music
EP: Kailee Nowasad
CD: Ted Rosnick
Engineer: Ryan Chalmers
Music Supervisor: Telan Wong
Media: PHD Media
Managing Director, Client Business: Angie Genovese
Managing Director, Marketing Science & Strategy: Matt Devlin
Director, Planning: Ellen Pereira
Senior Manager, Planning: Felicia Pierskalla
Digital Activation Supervisor: Nabarun Dasgupta
AV Assistant: Tanmay Bakshi
Client: Aris Bogdaneris, Laura Curtis Ferrera, John Rocco, Katie O'Donovan,
Michelle Matsdorf, Doug Johnson, Shefali Vyas