Copywriter
National Bank
Integrated campaign, Canada wide
Credits
Copywriter - Roxanne Pelletier
Art Director - Hang Tan Tang
Director : Vanessa Gauvin-Brodeur
DOP : Clémentine Martin
Production : Roméo & Fils
Creative director - Marilou Aubin, Martin Beausejour, Lysa Petraccone
Strategy : Arthur Rollet
Agency production : Andréanne Hébert
Motion - Jean-Philippe Guy, Elisa Ferreira
Editing - Carl Munger
Flip the narrative
THE PROBLEM
Too many articles aimed at women - 90% - encourage them to reduce their spending rather than invest, unlike financial articles for men.
THE SOLUTION
To flip the script about women's finances, National Bank has taken over the back covers of Elle Canada, Canadian Living, Clin d’oeil, Coup de pouce, La Semaine, Véro, Les Idées de ma maison, and seven Jours for the month of March. Launched on International Women’s Day, the covers are designed to change women's conversation around investments while promoting the new series.
'Elle Invest in Yourself', 'Canadian Living off your investments': The titles of the articles and the personalities featured have been changed to give greater prominence to women in finance, and to move away from stereotypical discourse.
The campaign also includes sponsored content within the magazines themselves, social media content, digital signage, and digital ads that all direct to bnc.ca/women where the Invest in You video series and additional National Bank tools and articles are hosted.