Questrade Inspires Canadians to Take Control of Their Financial Future

For too long, Canada’s traditional financial system has been forcing Canadians to dream smaller - an unsettling reality brought to life in Questrade’s eye-opening new TV spot and brand platform.

The new creative platform, 'Get Yours,' was designed to inspire Canadians to move to a financial system that works for them, not against them, and gives them the ability to achieve their financial goals - to get the retirement, the home, and the future they deserve.

The campaign comes at a time when Canadians have never felt less financially secure, with studies showing that 64% of Canadians fear they’ll fall behind financially and 50% of Canadians under 55 struggling to save money. 

Rooted in this deep understanding of people’s financial frustrations, the spot 'Dream Smaller,' directed by Independent Media's + FRANK Content's acclaimed director Kevin Bray (HBO's Succession, The Penguin, The Franchise), highlights the ways the traditional financial system forces people to compromise on their lives, while also serving as a rallying cry to inspire Canadians to demand a financial future that works for them.

“Canadians have long resigned themselves to a financial system that profits from their compromises, leaving them to dream smaller. At Questrade, we think that's unacceptable,” says Caleb Rubin, CMO at Questrade. “At its core, 'Get Yours' connects with Canadians by acknowledging their struggles and providing a path for them to achieve financial security and success, be that with powerful tools designed to help them become better investors, ultra low-fee managed investing designed to help deliver better returns, or customer support that works with their best interests in mind.” 

Alongside the 'Dream Smaller' brand spot, product-focused ads drive the message home by asking viewers if they’re 'Sick of Dreaming Smaller?' and offering up tangible solutions as to how Questrade can help Canadians reclaim their dreams.

Created by No Fixed Address, the integrated campaign launched on January 1st, 2025 across TV, Digital, Social, and OOH, including a bold takeover of Toronto’s Yonge & Bloor subway station.

The Yonge & Bloor subway takeover amplifies this message with striking photography and bold headlines challenging Canadians to rethink their relationships with their financial institutions - and inspiring them to consider what’s possible when you set out to “Get Yours.”

“While our work for Questrade has always been about emotionally inspiring Canadians to open their eyes and aim for a better financial future, this campaign takes a bolder stance,” says Alexis Bronstorph, chief creative officer at No Fixed Address. “We’re directly calling out a financial system that has been designed to prioritise its interest over those of Canadians. We can’t wait to help more people get what’s rightfully theirs this year.”