Simplii Financial - "Start Your Engines "

Broken Heart Love Affair

Broken Heart Love Affair Toronto, Canada

4128

Brand: Simplii Financial
Country: Canada

Advertiser: CIBC

Title	Start Your Engines
Agency	Broken Heart Love Affair
Campaign	Bank on the Now
Advertiser	CIBC
Brand	Simplii Financial
Date of First Broadcast/Publication	2023 / 6
Business Sector	Banking & Financial Services, Investments, Stock Brokers
Tagline	START YOUR ENGINES
Philosophy	Simplii Financial launches Bank on the Now platform to help clients to seize the moment Created by Broken Heart Love Affair, the fresh approach demonstrates the contrast between the digital bank and its peers Simplii Financial, one of Canada’s leading digital banks, unveiled a new brand platform and modern look with the goal of helping Canadians Bank on the Now. The refresh is part of a multi-year initiative to build on the bank’s ambition to be a leader in direct banking. The branding, developed by Broken Heart Love Affair, introduces a new logo, a vibrant magenta and neon green, and black colour palette, editorial-style images in black and white that capture raw and candid moments, as well as three dots borrowed from the ‘i’s in Simplii. The campaign is anchored by a 60-second digital and social ad, programmatic and display ads, and out of home advertising. The black and white spot features human moments in near-suspended animation that precedes action–highlighting that we exist, change, and create in the now, resolving in the tagline Start Your Engines. In one scenario, a man is shown pulling back on what audiences eventually realize is a huge slingshot strung between a pair of trees. While the slingshot itself is never shown, we see the man straining to pull it backward, his bare feet digging into the ground below, the trees audibly creaking as they are bent down by his actions. In another scenario a greyhound sits inside an elevator, eager to bolt as soon as the doors open. In another, a young woman is shown standing outside and viewers see her feet beginning to smoke, accompanied by the sound of squealing tires. Another spot shows a man winding up to deliver what is shaping up to be a monumental kick to the rear of a colleague. Each spot ends just as all of that latent energy is about to be released, abruptly transitioning from the black and white imagery to the bright visuals of the revamped Simplii Financial logo, accompanied by the all-caps message “START YOUR ENGINES.”
Media Type	Digital
Length	60 seconds
Advertising Manager	Tammy Sadinsky
Advertising Manager	Christy Clem
Advertising Manager	Ibad Abasi
Advertising Manager	Maria Albi
Advertising Manager	Amba Ramgoolam
Chief Creative Officer	Carlos Moreno
Chief Strategy Officer	Jay Chaney
SVP Strategy	Kristy Pleckaitis
Creative Director	Jordan Hamer
Creative Director/ art director	Spencer Ryan
Art Director	Fabio Siqueira
Copywriter	Jordan Hamer
Copywriter	Frank Megna
Designer	Rasna Jaswal
Designer	Mark Neil Balson
VP Client Success	Ravi Singh
Account Director	Carlos Game
Account Supervisor	Alexandra Kotschorek
Account Supervisor	Vipandeep Singh
Account Coordinator	Sweetha Mahendran
SVP, Executive Producer	Erica Metcalfe
Junior Producer	Olivia Cousineau
Production Company	Colossale
Director	Jodeb
Executive Producer	Vlad Cojocaru
Director of Photography (DOP)	Alexandre Nour Desjardins
Producer	Samuel Caron
Production Designer	Susan Macquarrie
Wardrobe / Stylist	Amanda van der Siebes
Production Manager	Nicolas Derube
Casting	Ginette D’Amico Casting
Casting Director	Ginette D’Amico
Editing Company	Saints Editorial
Executive Post Producer	Michelle Rich
Editor	Mark Paiva
Assistant Editor	Nick Coleman
Colorization	The Vanity
VFX Artist	Sean Cochrane
Colorist	Andrew Exworth
Executive Producer Color	Stephanie Pennington
Color Producer	Katie Methot
Audio House	Berkeley
Music Composer / Audio Director	Jared Kuemper
Executive Producer	Tyna Maerzke
Sound Design and Mix	Jared Kuemper
Media Agency	MediaCom Canada
PR Agency	Pomp and Circumstance
Multicultural Agency	Barrett & Welsh
CRM	Performance Art