RBC begins Someday campaign
RBC has begun a new brand advertising campaign called "Someday." Developed by BBDO of Toronto, the campaign is intended to highlight the effort and setbacks that precede a seemingly perfect moment. The creative depicts the bank as a financial partner that can support those efforts. According to the company, the initiative is intended to imbue humanity into the RBC brand. The campaign consists of four 30-second television commercials, accompanied by digital advertising and social media activities. Media for the campaign is being handled by Initiative of Toronto.
"Our new 'Someday' campaign is the creative expression of RBC's purpose as a company, namely we are here to help our clients thrive," said Mary DePaoli, chief brand and communications officer at RBC. "We take the time to listen and understand their dreams and goals, then we help them get there, and this campaign illustrates that life journey. We're thrilled with the efforts from our agency partners in helping to articulate this journey and bring it to life in an authentic way with these new spots and the social media activation."