This fall marked the launch of RBC’s One Retail ‘You Deserve’ campaign, an initiative designed to re-examine the relationship Canadians have with their bank and emphasize that it should be doing more for them. Featuring Canadian actor Will Arnett, the campaign centered around a :60-second spot which we created to evoke empathy and humanity, allowing RBC to forge a genuine connection with its audience. The goal was to prompt viewers to consider what defines a truly trusted bank partner, highlighting the importance of both a proven track record and an authentic human touch in their financial services. The launch successfully positioned RBC not just as a bank, but as an advocate for its clients’ deserving financial futures.