National Bank produces dreams

Dare to dream. That's what Montreal-based National Bank Financial Group's rebrand conveys. The new 'And Action!' effort, developed by BOS Montreal, plays with the notion of consumers filming their realized aspirations, drawing on the popularity of YouTube fare. And while the new platform acts as a call to action for consumers - recognizing that they sit in the director's chair when it comes to achieving their dreams - National reminds them that they're there to help.

Dare to dream. That’s what Montreal-based National Bank Financial Group’s rebrand conveys. The new ‘And Action!’ effort, developed by BOS Montreal, plays with the notion of consumers filming their realized aspirations, drawing on the popularity of YouTube fare. And while the new platform acts as a call to action for consumers – recognizing that they sit in the director’s chair when it comes to achieving their dreams – National reminds them that they’re there to help.

‘For me, it’s really an extension of our former platform, which was ‘We can help you,” says Alison Marks, manager, promotion and publicity at National Bank. ‘This is taking things a little bit further, visualizing for people what they’re going to do, and how we’re there as the producer of their dream.’

‘And Action!’ debuted with an RRSP campaign and will be the backbone of promotions for other products – like mortgages, insurance and MasterCard – going forward. It aims to build the National Bank brand, particularly in its home base of Quebec, but also in the Maritimes and Ontario.

The rebrand follows a consolidation of National Bank’s various arms in 2008, providing the newly minted financial group the opportunity to harmonize its messaging. ‘Rather than having five or six voices of National Bank speaking simultaneously, we’re going to have one voice that talks about how we can help you get where you want to go,’ says Marks.

The creds:

advertiser: Sylvie Roy, Alison Marks, Stephanie Plessis-Belair, Frederic Otis, National Bank Financial Group

agency: BOS

CD: Hugo Leger

AD: Simon Beaudry

writer: Martin Bernier

planning & account services: Sonya Bacon, Marylene Benoit

media: Pascale Boulanger, Julie-Jasmine Boudreau

prodco: Jet Films

directors: Francois Peloquin, Mathieu Charland, Jonathan Bensimon

producers: Martin Henri, Visant Le Guennec

music: Apollo, Etienne Gaudreau

photos : Shoot Studio

photographer: Pierre Manning

prints production: Graphiques M&H