Wednesday, May 14, 2025
  • Login
  • Register
Roastbrief US
  • Campaign
  • Agency
  • Entertainment
  • Innovation
  • Marketing
  • Metaverse
No Result
View All Result
Roastbrief US
  • Campaign
  • Agency
  • Entertainment
  • Innovation
  • Marketing
  • Metaverse
No Result
View All Result
Roastbrief US
No Result
View All Result

CIBC Appeals to First Home Buyers in Aspirational Campaign

Roastbrief by Roastbrief
July 28, 2022
in Advertising
Reading Time: 3 mins read
A A
CIBC Appeals to First Home Buyers in Aspirational Campaign
Share on FacebookShare on Twitter

Spot from Juniper ParkTBWA shows how the support of a dedicated mortgage advisor can make your home ownership ambitions real

This week, CIBC has launched their new mortgage spot, “Let’s Find Your Way,” which focuses on the emotional experience of a couple transitioning from renting to buying their first home, and how the bank supports them on their journey. The campaign, which brings CIBC’s purpose to life, was created in collaboration with global Toronto-based creative agency, Juniper ParkTBWA. 

The dream of owning a home can feel like an unattainable one. This spot tells the very topical and human story of a couple who love where they live but are facing the possibility of a move because their landlord wants to sell the property. Aligning with CIBC’s new purpose, to help make clients’ ambitions a reality, this campaign demonstrates how the bank can provide tailored plans and solutions for first-time home buyers, giving this couple the opportunity to purchase the home themselves.

“We know being able to afford your first home is a challenge and with this spot we want to show Canadians that with the right CIBC help, this goal can be within reach,” said Esther Benzie, Vice President, Marketing & Client Communications. “The messaging of ‘CIBC Mortgages. Let’s find your way’ demonstrates how we will deliver on our tagline ‘Ambitions made real.’” 

CIBC and Juniper ParkTBWA collaborated with multi-award-winning Canadian filmmaker, Miles Jay, to bring to life a narrative-focused spot that reimagines what a bank ad can be – more human, un-glossed, and highlighting solutions that apply in real life. Juniper ParkTBWA was able to bring Miles onto the project early in the creative process, allowing the director to weave together a story that is both emotive and relatable for today’s first-time home buyers. 

“We wanted to create a spot inspired by real client stories, and no director is better at bringing these stories to life than Miles. We knew he would bring honest emotions, beautiful storytelling and do it in a way that doesn’t feel like a typical bank ad,” says Paul Little, Group Creative Director, Juniper ParkTBWA. “It’s such a challenging time to buy a first home; we wanted to capture what people are feeling, while also reminding viewers that there’s a real person trying to help on the CIBC side.”   

“As I watch my peers struggle to live up to the expectations of buying a home in early adulthood, I’m reminded of how isolating the journey can feel,” says director Miles Jay. “I was interested in CIBC’s desire to reach out to people on a human level to help them get a mortgage. Bank commercials have their own genre, and we all felt we wanted to avoid those tropes to make something that felt real; as real as the pressure to get a mortgage approval itself.” 

The fully integrated campaign is available across OOH, TV, OLV, Digital and Social. Videos were produced by OPC, with media handled by MediaCom.

ShareTweetPin
Previous Post

Changi Airport Group’s Musical Spot Helps You Live Out Your Dreamy Travel Plans

Next Post

MullenLowe Boston adds Arthur Daraujo to the team

Related

A herd of goats takes over the Kings League Italy field: the Italian trap scene’s GOAT, Tony Boy, crowns the Competition’s GOAT in a bold Spotify Stunt by Dentsu Creative Italy
Agency

A herd of goats takes over the Kings League Italy field: the Italian trap scene’s GOAT, Tony Boy, crowns the Competition’s GOAT in a bold Spotify Stunt by Dentsu Creative Italy

May 14, 2025
Chill Insurance show the benefits of being a Chill customer in a new nationwide campaign from Ringers Creative
Brands

Chill Insurance show the benefits of being a Chill customer in a new nationwide campaign from Ringers Creative

May 14, 2025
FCB New York’s “Spreadbeats” for Spotify Wins Best of Show At ADC 104th Annual Awards
Awards and Events

FCB New York’s “Spreadbeats” for Spotify Wins Best of Show At ADC 104th Annual Awards

May 14, 2025
Amélie Avierinos joins Publicis Luxe as Production and Post-Production Director
Agency

Amélie Avierinos joins Publicis Luxe as Production and Post-Production Director

May 14, 2025
Franco Colapinto Becomes the Renault Esprit Alpine Ambassador in Latin America
Brands

Franco Colapinto Becomes the Renault Esprit Alpine Ambassador in Latin America

May 14, 2025
Girls Inc. of Los Angeles Taps UNIT9 to Create Celebratory Anthem Film for Annual Benefit
Brands

Girls Inc. of Los Angeles Taps UNIT9 to Create Celebratory Anthem Film for Annual Benefit

May 14, 2025
Next Post
MullenLowe Boston adds Arthur Daraujo to the team

MullenLowe Boston adds Arthur Daraujo to the team

Discussion about this post

Sign up and get more benefits

Create a user account at roastbrief.us and get new benefits for free on our platform
  • Get the latest articles in your email
  • Manage your favorite content
  • Enjoy exclusive content just for you

Roastbrief is a digital media with global presence that seeks to share knowledge and updates about the creative industry.
Privacy Policy
Send your press releases to: press@roastbrief.us

Welcome Back!

Login to your account below

Forgotten Password? Sign Up

Create New Account!

Fill the forms below to register

*By registering into our website, you agree to the Terms & Conditions and Privacy Policy.
All fields are required. Log In

Retrieve your password

Please enter your username or email address to reset your password.

Log In
No Result
View All Result
  • Campaign
  • Agency
  • Entertainment
  • Innovation
  • Marketing
  • Metaverse

2023 Roastbrief is a digital media with global presence that seeks to share knowledge and updates about the creative industry. Privacy Policy Send your press releases to: press@roastbrief.us

This website uses cookies. By continuing to use this website you are giving consent to cookies being used. Visit our Privacy and Cookie Policy.