Be In The Black is a humorous TV spot celebrating how good it feels when you pay with your own money with Interac debit versus paying with credit and going into debt.

To help convince people to give up outdated forms of money exchange like cash and cheques, we created a fictitious Doctor of Money Transferology and invited them into his personal study at makecashandchequeshistory.com.

With the doctor as their guide, the site took users through 3 tongue-in-cheek video documentaries and a collection of odd historical relics and anecdotes, each one driving home how e-Transfer is the simpler, safer and more convenient way.

- Average time on site: 4 mins, 25 secs

- Total number of e-Transfer transactions sent: +47% over 2013