There is no shortage of financial advertising promising to make dreams possible. Financial institutions are good at obscuring uncomfortable facts – such as high fees that affect real returns. Questrade is calling out its competition.
Its new creative platform, Get Yours, by No Fixed Address leads with a TV commercial, Dream Smaller, that is disquieting. Disquieting because it doesn’t shout criticism or overstate its claims. It quietly states an unsettling truth. The commercial invites its audience to dream smaller, through the voice of a typical financial leader, who notes that high fees keep his company rich and clients’ dreams downsized.
The campaign has launched at a time when Canadians are feeling financially insecure. The last couple of years have been tough. The RBC 2023 Financial Flexibility Poll released in September that year showed that 77% would like to save more but can’t because of rising costs, 64% were concerned about falling behind financially during the year and 48% reported they had never been more stressed out about money.
The TVC is supported by product-focused ads, across digital, social and OOH, that ask audiences if they’re “Sick of Dreaming Smaller?” and offer tangible solutions showing how Questrade can help Canadians reclaim their dreams. The OOH component is led by a takeover of Toronto’s Yonge & Bloor subway station.
“While our work for Questrade has always been about emotionally inspiring Canadians to open their eyes and aim for a better financial future, this campaign takes a bolder stance,” stated Alexis Bronstorph, chief creative officer at No Fixed Address. “We’re directly calling out a financial system that has been designed to prioritise its interest over those of Canadians. We can’t wait to help more people get what’s rightfully theirs this year.”
Credits
Client: Questrade
Chief Marketing Officer: Caleb Rubin
Managing Director: Stella Ladzhinsky
Strategy Director: Jen Kinrys
Creative Agency: No Fixed Address
Chief Creative Officers: Alexis Bronstorph & Kelsey Horne
Executive Creative Director: Jamie Marcovitch
Creative Director: Natasha Michalowska
Associate Creative Director: Ryan Lawrence
Art Director: Ethan Andrews
Copywriter: Jared Mason
Chief Strategy Officer: Zach Klein
Strategy Director: Katharina Vivian
Client Partner: Blake Connolly
Group Account Director: Monique Viveiros
Account Supervisor: Cara Von Ende
Project Director: Rhiannon Hinton
Producer: Kristen Neamtz
Motion Designer: Gavin Gillespie
Studio Manager: Sheila Jacklin
Production Company: Frank Content
Director: Kevin Bray
Director of Photography: Maceo Bishop
Executive Producers: Susanne Preissler, Danielle Kappy & Liam Ahern
Line Producers: Amalie Bruun & Nadine Brown
Post Production & VFX: Studio Feather
VFX Lead: Julian Van Mil
Motion Designer: Mélanie Mena-Mena
VFX Supervisor: Colin Cunningham
Executive Producers: Sara Windrim & Emily Goldberg
Grade: Alter Ego
Colourist: Eric Whipp
Colour Assistant: Corey Martinez
Producer: Spencer Butt
Editing: Nimiopere
Editors: Graham Chisholm & Raj Ramnauth
Edit Assistants: Laura Corredor & Dylan Reymer
Executive Producers: Jenna Edwards & Julie Axell
Music & Sound: Grayson Music
Creative Director: Ali Willa Milner
Audio Director: Bryan Bernard
Executive Producer: Kelly McClusky
