Tangerine has created a dystopian society of people jumping through hoops to emphasize how uncomplicated its services are.

The digital bank’s new campaign is anchored by a 90-second spot showing a gray, drab world where commuters are constantly – and literally – stepping through hoops. They may be the numerous concrete hoops that dot the sidewalks, offices and even homes, but also the ones that replace transit turnstiles, metal detectors and doors. That is, until one otherwise beat-down worker takes the bold step of climbing a ladder that takes him above the drudgery and connects him with the simplicity of Tangerine.

Nicole German, Tangerine’s CMO, tells strategy the campaign is based around the insight that people’s lives are complicated enough, and that banking should take away from, rather than add to, the layers of complexity. The theme is one the bank will be playing with for future creative throughout the year.

“What we believe at Tangerine is that simplicity powers that progress,” German says. “We wanted to get that point across in a simple way, and as we explored hoops, and what they represent, the campaign came to life.”

According to German, it is trying to reach younger individuals and families, demographics more comfortable with digital self-serve banking. With a product shelf that’s not as complex as the Big Five banks, the core Tangerine consumer is looking for no-fee everyday banking, great rates, service bundles that address their needs and investment portfolios as well.

The “Hoops” campaign is full-funnel and runs from until May. The full 90-second video will run on owned channels, with a 30-second version for TV and additional cut-downs for digital and social.

“Hoops” is the first major campaign launched since Rethink became Tangerine’s AOR partner in 2022, a selection that was made, in part, because of the strengths and capabilities the shop has in Quebec. In that market, there is great performance in terms of cost-per-acquisition and German says Tangerine wants to double down in that region.

Tangerine is also leveraging its Raptors commitment as the NBA season comes to an end. The bank already has a longstanding sponsorship connection with the team, with in-arena signage,  CSR executions  and social media contesting. However, German says, the initial “hoops” ideation devised by Rethink had nothing to do with basketball, but was rather a happy coincidence.

Tangerine is also the first foundational partner of the WNBA in Canada, and is presenting sponsor for the first WNBA game in the country, happening on Mother’s Day.

PHD handled the “Hoops” media buy, with spending in-line with previous campaigns.