CIBC Bank Brings its Quality Advice to Projected Light in Latest Campaign

CIBC has launched an integrated campaign to promote the quality advice the bank provides to each and every client. The campaign, developed in collaboration with global Toronto-based creative agency, Juniper Park\TBWA, demonstrates how CIBC makes every effort to get to know and understand their clients, so they can deliver thoughtful advice that’s tailored to every client. 

CIBC is a relationship-oriented bank for the modern world. In a convenience-driven industry, a deep understanding of a client and their goals, is the foundation upon which advice and products are delivered. Juniper Park\TBWA brings those goals to vivid life, immersing the client and the CIBC advisor in a cinematic journey into the client’s ambitions. The integrated campaign elements include a brand spot, OLVs, social assets, digital banners, and print ads.

“While advice can come in many forms, we know that Canadians value advice from people they trust, especially when it comes to financial decision-making. It is important to showcase the relationship and genuine caring our CIBC Advisors have with their clients in helping them realise their ambitions,” says Esther Benzie, VP marketing and client communications at CIBC.

The campaign showcases how CIBC nurtures clients’ ambitions by making client goals, their own. In the brand spot, Juniper Park\TBWA utilised a unique projection technology, including nine cameras projecting scenery on every wall and surface in a CIBC adviser's office. This allowed the production to immerse the CIBC adviser and the audience in the client’s ambitions, in 3D.

“CIBC has always been a leader in providing quality financial advice to Canadians,” says Graham Lang, chief creative officer at Juniper Park\TBWA. “To demonstrate the inherent truth behind that, we utilised complex visual projections to convey the relatable goals and ambitions of the everyday person, and how CIBC can work with its customers to achieve their own.” 

The imagery, ranging from a lakeside retreat, to a family scene, to a bustling restaurant, represents the kind of ambitious goals any Canadian might have.

Using the projection technology, footage that would normally be done in post-production, was done in pre-production. Projection artists composited images and videos together and formatted files to fit the 3D space before the actual shoot. Both teams (CIBC and Juniper Park\TBWA) needed to approve the projections before the shoot, so the animations could be part of what was captured in-camera on shoot day.