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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

CIBC Bank Brings Romance to Finance This Valentine’s Day

13/02/2023
Advertising Agency
Toronto, Canada
1.0k
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Financial Conversation Hearts from Courage help couples open up about money and finances

Money is one of the top reasons for divorce in Canada. But research shows that couples who talk about finances together, stay together longer. 

So this Valentine’s Day, CIBC is helping them do just that. 

Financial Conversation Hearts are a twist on traditional Conversation Hearts, the ubiquitous rainbow candies commonly found around V-Day. But instead of classic sayings like: 'UR CUTE' and 'KISS ME', they’ve created ones designed to get couples talking about money. With phrases like 'SHOW ME YOUR TFSA' and 'R U INVESTED?', these playful confectionaries point out the important financial conversations most partners tend to avoid. 

“The hearts are a fun way to remind couples that one of the best things they can do for their relationship this Valentine’s Day, is to start talking about money. Having honest conversations about finances is an important first step to help make your ambitions real” says Esther Benzie, vice-president, brand and advertising at CIBC. 

The creative was developed by the bank’s new agency, Courage, who saw an opportunity to further establish CIBC’s new Real Talk platform. “You don’t really expect to hear from a bank on the most romantic day of the year”, says Domenique Raso, creative director at Courage. “But this felt like a natural way to become part of the conversation, while offering a fresh take on the traditional love messaging we’re used to hearing today.” 

CIBC will be sharing the hearts with select influencers, bringing to their own social channels, and sharing with team members and clients at their global flagship CIBC Square on Tuesday.

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