CIBC is a lead partner for the upcoming Pan Am Games, and the bank has just launched a new social campaign around it.

Ahead of the beginning of the Pan Am Torch Relay last Saturday, Cundari helped CIBC launch an Instagram campaign that featured over 60 individual illustrations that, when presented in the platform’s grid format, creates one image of CIBC’s Percy Penguin carrying a torch along the path the relay will take.

CIBC will now be adding real-time photo content to the page that follows the torch along its path until the opening ceremonies on July 10.

“It’s content captured at the celebration, be it by influencers known for their Instagram photos in their own aesthetic or our own content creators,” says Mat Meir, strategic planning director at Cundari. “That way it’s coming from the people that are out there experiencing it, and not just CIBC.”

Monique Giroux, VP of sponsorship marketing & strategy with CIBC, says the bank’s work during Pan Am is part of the realization of its new brand refresh that emphasizes how the bank can fit into the everyday lives of Canadians. That has included increasing its presence at Pearson Airport where athletes and fans will be arriving, and the flagship station for UP Express that many will use to travel around the city, as well as ATMs and temporary branches at venues, media centres and the athletes village. During the torch relay, CIBC will also be activating as the torch-bearer enters each community along the path.

“Our platform for Pan Am is ‘We’re glad you’re here,'” she says. “On Instagram, you see the illustration mention the relay stretching 5,000 km over 30 communities and the creative during the Games will be around ’41 countries, thousands of events and you.’ We’re trying to play the role of host as well as lead partner, and that means being present across all of that.”

Using the hashtag #PanAmazing during the campaign is meant to be a play on the Panamania arts and culture event CIBC is sponsoring during the Games, while playing on the excitement of the events.

“The scope and scale of the events has been the biggest challenge, and a lot of people aren’t aware that this is the biggest multi-sport event the country has hosted,” Giroux says. “But the relay is just getting started, though, so the momentum is building and people are starting to pay attention. The social campaign we’ve built will support and contribute to that.”