In challenging times, Money Mart’s new brand platform highlights how the financial institution helps customers to help their future selves.
Created by Hard Work Club, the “Money Mart and Move On” brand platform and campaign draws inspiration from real Money Mart customer stories and from the multiverse, a popular concept in contemporary pop culture centred on characters existing in multiple time periods.
The campaign’s two spots, “Fender Bender” and “Prom Dress,” each feature a doppelgänger of the protagonist—a more savvy, future self guiding them through a financial challenge. The cinematic approach showcases how Money Mart’s financial tools can help flip a situation into something more manageable.
“Fender Bender” depicts a young man overwhelmed after a traffic collision with an irate woman. Despite his rust-bucket hatchback taking most of the damage, she vents her frustration. During her tirade, the man notices a Money Mart billboard in the distance. As the voiceover says, “Money Mart moves you from a fender bender…”, the scene flips to reveal a new, confident version of the man beside his fixed-up car, now with a flame decal matching his flame-printed jumpsuit, before the voiceover concludes, “…to hatchback splendour.”
A second spot, “Prom Dress,” shows a mom attempting to buy a dress for her daughter’s prom, only to suffer a case of sticker shock. As the voiceover informs viewers that “Money Mart moves you from a fancy price tag…” the perspective flips to show her standing in front of a decorated gazebo with her daughter and her date, while concluding the sentence “…to prom in the bag.”
“In a challenging economic environment, Money Mart can provide customers with the financial help they need when unexpected challenges arise,” said Peter Kalen, CEO of Momentum Financial Services. “When others say no, our services enable them to quickly move forward and move on.”
The campaign is the first for the brand from Toronto-based Hard Work Club, which was awarded the Money Mart account in January of this year.
“Our aim is to drive effectiveness by being distinct, to look unlike anyone else in the financial services category,” said Meghan Kraemer, Co-Founder and Executive Creative Director of Hard Work Club. “We wanted to craft a stylized and unique brand world, to really challenge how Canadians thought of the Money Mart brand.”
The campaign is centred around the two online videos, with media including cut downs in across OLV, programmatic, search and display ads, as well as social media. Additionally, it is supported by OOH and DOOH near Money Mart locations, complemented by robust in-store signage. The campaign launched in June and will run until the end of summer.
- Client: Money Mart
- Chief Executive Officer: Peter Kalen
- Chief Commercial Officer & CMO: Lisa Boulanger
- Strategic Consultant: Sandra Duff
- Strategic Consultant: Diana Taylor
- Director Paid Media & Organic Marketing: Robert Young
- Agency: Hard Work Club
- Co-Founder, Executive Creative Director: Meghan Kraemer
- Co-Founder, Brand Strategy & Growth: Cameron Stark
- Agency Producer: Lindsay Hann
- Director, Client Success: Emma Pratt
- Director, Project Management: Cecilia Hui
- Project Manager: Pearl Lam
- Senior Designer: Dameon Neath
- Senior Designer: Priya Mistry
- Studio Manager & Production Designer: Amanda Braun
- Production Company: Skin and Bones
- Director: Kate Hollowell
- Executive Producer: Liane Thomas
- Executive Producer: Joan Bell
- Line Producer: Neil Bartley
- Director of Photography: Misha Petrenko
- Assistant Director: Soo Lee
- Production Manager: Tony Phibbs
- Casting: Mann Casting
- Production Designer: Hope Little
- Wardrobe Stylist: Kate Day
- Location Manager: Matt Cassils
- Editorial Company: Nimiopere
- Editor: Raj Ramnauth
- Assistant Editor: Laura Corredor
- Producer: Hannah Stone
- Executive Producer: Julie Axell
- Post Production: Studio Feather
- Online Artist: Andrew Rolfe
- Online Assistant: Riley Lindsay
- Colourist: Kevin Wu
- Colour Assistant: Dima Zui Chu
- VFX: Sergej Liamin, Diego Dutra, Mike Mortly
- CG: Sean Douglas
- Sr. Producer: Sonia Ruffolo
- Executive Producer: Emily Goldberg
- Audio: OSO
