EQ Bank Calls on Canadians to Step Away from Outdated Systems

​Arrivals + Departures and EQ Bank have launched a new brand campaign that builds on previous work by celebrating their customers and reinforcing EQ Bank’s vision to re-invent the relationship that Canadians have with their money.

EQ Bank provides customers the tools and confidence to take control of their money, with features that enable them to spend, save, and earn with always-on high interest and no fees on everyday banking.

While legacy banks have a history of simply telling customers what to do, EQ Bank wants Canadians to expect more from their banks and to understand that EQ Bank’s model isn’t a trend; it’s a fundamental change in the category that’s long overdue.

“This year’s Make Bank campaign marks an evolution from one person’s rant against an outdated banking system to spotlighting some of the over 600,000 Canadians who’ve converted to EQ Bank” said Andy MacPherson, VP marketing at EQ Bank. “Our customers are ambitious and forward-looking, with goals and plans that deserve to be unlocked by a bank that grows with them on their terms, rather than dictating their limits and resting on their laurels. This is what EQ Bank was purpose-built to do and we want to encourage other Canadians who feel the same way to join the movement.”

“We wanted the campaign to feel like a natural progression – like a movement was building out of the last,” said Jeff Collins, creative director at A+D. “Our launch TV/OLV ad is one long passing of the torch showing how this movement is growing person to person. It’s optimistic, human, and grounded in the idea that empowerment is contagious.”

This national, full-funnel campaign mirrors EQ Bank’s commitment to driving change in Canadian banking by spotlighting the individuals who’ve made the move and are making more of their money.

The campaign will come to life in English and French Canada over the coming months, including :30, :15 and :06 TV/OLV that will run on broadcast TV, connected TV, YouTube and paid native social media (Meta, Reddit). It also includes digital, 3D and 3D motion high impact out-of-home, streetcar and pathway dominations, audio, podcasts, and mid and lower funnel performance media; all of which borrows from the same campaign idea.

EQ Bank will also be launching a campaign targeting solopreneurs and small businesses in Canada with the promotion of their new banking platform specifically designed for this group – a segment that, to date, has been grossly underserved by the big banks.