You have to love a bank that has a sharp wit. But there are a few of those. You have to really love a bank that is happy to be provocative. Here’s one. HomeEquity Bank. Its sharp-witted provocative ideas come from agency, Zula Alpha Kilo. The campaign aims to empower retirees to stay in the home they love – despite what their children think.

The campaign’s three TVCs are complemented by an eye-catching social video that shows images of homes around the world where hotels, high rises and business complexes were built around them. The video pays homage to the owners globally who never moved out of their homes, despite the pressure to sell. The tribute ends with, Here’s to those who stayed put. 

Lastly, there’s a short series titled, Conversation Stoppers with Doris. Doris first starred in HomeEquity Bank’s 2018 launch. In this series, a handful of sound bites were created to share with those who are suggesting that older people should downsize and move out of the home they love.

The full campaign is running across TV, digital channels, print, and social media.

“Now more than ever, people are realising why their homes are more important than just being an asset. There is another choice to downsizing,” explained Yvonne Ziomecki, executive vice president – marketing and sales at HomeEquity Bank. “Our research shows us that over 90% of people over 65 want to retire in their home. We can help make that a reality, while enabling Canadians to make the choice that’s right for them.”

“This campaign reinforces the true value of your home, while continuing to empower retirees,” added Zak Mroueh, founder and chief creative officer at Zulu Alpha Kilo. “The work draws from true insights and scenarios that this audience routinely face. No one should be pressured to sell their home. Especially those in retirement.”

The launch campaign will run through 2021. Zulu Alpha Kilo led the strategy and creative development and OMD and iQuanti were behind the broadcast and digital media planning and buying.

Credits 

Agency: Zulu Alpha Kilo
Creative Director: Zak Mroueh
Creative Director & Writer: Nick Asik
Associate Creative Director & Art Director: Jenny Luong
Art Director (Sore Back): Susie Lee
Writer (Sore Back): Jonathan Smith
Writer (Granddaughter): Jonah Flynn
Art Director (Social): Sarah Quinto
Writer (Social): Julia Forrester
Agency Producers: Tricia Lapidario & Christine Taranco
Account Team: David Tremblay & Sarah Shiff
Planner: Tim Hopkins

Client: HomeEquity Bank
Client Team: Yvonne Ziomecki, Vivianne Gauci, Erin Wilson, Niary Toodakian & Sonia Gill

Media Agencies: OMD & iQuanti
PR Agency: Provident

Production Company: Partners Film
Director: Michael Downing
Executive Producer: Gigi Realini
Line Producer: Jeff Schwartz
Director of Photography: André Pienaar
Casting Directors: Mann Casting, Steven Mann 

Editing Company: Zulubot
Post Producer: Mariya Guzova
Editors: Max Lawlor & Micah Rix-Hayes
Online & Transfer: Zulubot
Colourist: Felipe Chaparro
Online Artist: Felipe Chaparro

Music By: Six Degrees Music & Sound
Voice Director: Christian Goutsis
Audio Producer: Carolyn Ruether
Audio Engineers: Regan Kuemper & James Allinson