Vancity is a progressive regional credit union in British Columbia. They take their values and responsibility to the community very seriously. The task was to articulate the Vancity brand voice and values, integrate them into the community - and do it in a way that didn't come across too earnestly. They're a company with hundreds of progressive policies and products. We wanted the campaign to reflect that. So each ad represented something interesting about Vancity. It was a sum of the parts campaign.

We launched with TV, TSA's, newspaper ads, online and guerilla. We also launched a branded community bike-share program that gave the people of Vancouver something useful while spreading the Vancity values. We tried to be surprising, interesting and relevant in every ad we made. We tried not to repeat ads, so people had a different experience with every ad they saw.