H&R Block's 'Payback Season' Campaign by Sid Lee Urges Us to Do Our Own Taxes

H&R Block and Sid Lee dubbed tax season “payback season” last year, with the début of the Get What’s Yours platform.

This year, payback season returns with an honest approach reminding all Canadians to trust the experts when time comes to filing their taxes.  

“People will trust their doctors with their health, dentists with their teeth, but when it comes to their hard-earned money, they’ll pretty much let anyone file their taxes,” says Masha Bogdanova, Account Director, Sid Lee Toronto. “The work is rooted in truth, the concept immediately resonates because nobody likes leaving money on the table,” she concludes. 

“Tax season is highly competitive. We knew we needed to continue to uncover what Get What’s Yours means to Canadians,” says Hilary Zaharko, VP Marketing at H&R Block. “We have 50 years of experience in the business. We’ve proven that we find you money. And it’s that data that reinforced the need for second evolution of this platform.”