CIBC Uses Memorable Moments to Connect with Newcomers

To support its Newcomer Banking Offer, CIBC went a step further to connect and empathise with challenges newcomers experience when starting their lives in Canada.

Born out of the fact that Newcomers are required to bundle their lives in only two, 23kg suitcases, the insight is rooted in empathy: when making this major transition in their lives, newcomers are forced to make difficult decisions about what to include and what to leave behind.

Including things that might be helpful to realising and achieving their ambition.

Leaning into this, CIBC supported newcomers in a unique and touching way - with the ultimate surprise-and-delight, to help them celebrate more of their lives when moving to Canada.

As seen in the docu-style spot developed with Courage, CIBC worked behind the scenes to newcomers with memorable items they had to leave behind when moving. From wedding dresses to family albums, what grounds the approach here ultimately is inherent human-to-human connection