Victoria Mboko Fronts National Bank Campaign Challenging the Cost of Winning

As the National Bank Open approaches, National Bank continues to collaborate with LG2 on its pan-Canadian bilingual campaign, Building the future of tennis. Drawing on the Bank’s long-standing partnership with Tennis Canada, this unapologetic brand awareness campaign positions the financial institution at the heart of the sport’s development. Its centrepiece, a 30-second video, bluntly asks: What does it cost to win? Featuring Canadian tennis sensation Victoria Mboko, and supported by female players of all skill levels, the message drives home the fact that tennis costs exactly the same for women as it does for men – the same sleepless nights, disappointments, frustrations and sacrifices. The campaign culminates with the promise to achieve equal prize money by 2027.

“National Bank is proud to take centre court in this successful campaign, which is aligned with our new brand identity. Besides showcasing the tournament, it highlights our partnership and comprehensive approach, and celebrates strong women who are in control of their own stories. It also reaffirms our commitment to offering equal prize money by next year under the theme: Same emotion, same performance, same prize money,” said Olivier Thibault, director of partnerships, Sponsorships and Brand Activations at National Bank.

“We wanted to capture the raw intensity and full reality of the players’ lives,” explains Marie-Eve Best, executive creative director at LG2. “Showing an athlete breastfeeding or expressing their anger on the court normalises their daily lives and celebrates their passion. This project builds on our work in support of women’s financial empowerment, linking the brand to a tangible social commitment that powerfully resonates with Tennis Canada’s initiative: Game. Set. Equity.”

After its launch across Montreal and Toronto in June – in bus shelters and on streetcars and billboards – the campaign’s ecosystem is in full swing online, in digital audio and on social media. National Bank Open fans can also check out a giant, Instagram-worthy tennis racket outside the National Bank branch at the corner of Jarry and Saint-Denis in Montreal, driving home tennis’s place in the community in the weeks leading up to the tournament.