CIBC Global Money Transfer (GMT) Campaign Explores the Emotional Side of Sending Money Abroad

Amid a banking landscape where charging a transfer fee to send money overseas remains the norm, leading North American financial institution CIBC is reminding its clients that they can send money globally with a $0 transfer fee using CIBC Global Money Transfer — because for some families, those fees can go a long way.

A new campaign from AOR Courage supporting CIBC Global Money Transfer illustrates what’s possible when clients can avoid transfer fees. Directed by Omri Cohen of Spy Films, the spots follow real families as they show the significance of receiving the money they are sent, whether that equates to more groceries or better-quality time with their loved ones.

“We know that sending money to loved ones back home is far more than just financial help, it’s a proud way to show care, gratitude, and love to those we miss,” said Tammy Sadinsky, senior vice-president of brand and marketing at CIBC. “We loved this work because it tells the story often not heard behind many money transfers and captures how CIBC GMT is helping make clients’ ambitions a reality.”

For Courage’s creative team, the production had a personal connection. Cindy Marie Navarro, creative director at Courage, said: “Being a Filipina in Canada with the majority of my family living in the Philippines, I know from personal experience what it truly means to be able to send money to loved ones back home. It’s groceries, books for school, medicine, clothes, a rare family outing, a cake to celebrate my Lola’s birthday even from another country. Sending money means so much more than just money. You’re sending love and that’s what this campaign is all about.”

“It’s amazing to witness the kind of storytelling that’s possible when you’re part of a diverse team and creating from lived experiences,” said Courage’s co-founder and chief creative officer, Dhaval Bhatt. “It’s not just the right thing to do; it’s an undeniable creative advantage.”

CIBC Global Money Transfer will run as :60, :45, :30, :15 and :06 cuts in TV/OLVs. Digital, social, radio and OOH will be developed in collaboration with implementation agency Oliver.