CIBC conducts Shatter Barriers campaign
CIBC recently retained Fuse Marketing Group of Toronto to conduct a campaign called "Shatter Barriers." The effort promoted the bank's sponsorship of the Canadian Paralympic Committee and was intended to communicate that "disability doesn't limit greatness."
The initiative consisted of six online videos hosted on CIBC social media pages, developed in collaboration with Paralympic athletes Chelsey Gotell and Josh Cassidy. The creative focuses on the efforts of athletes to achieve their goals.
As part of the campaign, CIBC will host events for returning Paralympic athletes at airports and bank locations in Toronto, Vancouver and Calgary.
"The CIBC project was another opportunity for us to engage Canadians in a meaningful way with a compelling and powerful creative strategy for an important initiative," said Stephen Brown, president of Fuse. "We wanted to change perceptions about disability and help promote inclusivity."