H&R Block is a tax preparation service - a very low-interest category. Our brief was to create a breakthrough and memorable spot that convinced Canadians H&R Block was culturally relevant, so we leveraged the ongoing social phenomenon of ‘quiet quitting’ in a humorous way.

In this film a woman gets a huge tax refund from H&R Block. It’s enough money that she doesn’t need her job anymore. In an attempt to quit her job she misunderstands the concept of ‘quiet quitting’ (doing the bare minimum until you’re let go) as quitting at a barely audible volume. She makes a big scene while storming out of the office in a very quiet way.

The film was very impactful in helping H&R Block reach their business objectives, including brand awareness. It reached millions of Canadians on TV, social media, and was broadcast during the Super Bowl. It helped H&R Block get customers in their brick and mortar stores in the month leading up to the tax deadline to meet and exceed all business objectives. Furthermore, this film reinforced with Canadians that H&R Block is a funny and approachable brand that can help them get the most money back come tax season.