CIBC is broadening its perspective with a new campaign that speaks directly to a more diverse Canada and the people who live and work here, while sending money back home to their loved ones.

The campaign looks to capture the emotional stories of those who use the financial institution’s Global Money Transfer service. Through the stories of people who are sending money to their families in both India and the Philippines – two of the more than 120 markets where the service is available – it shows the many impacts that money (including the saved fees) can have on the lives of those to whom it has been sent.

“We know that sending money to loved ones back home is far more than just financial help, it’s a proud way to show care, gratitude, and love to those we miss,” said Tammy Sadinsky, senior vice-president of brand and marketing at CIBC. “We loved this work because it tells the story often not heard behind many money transfers and captures how CIBC Global Money Transfer is helping make clients’ ambitions a reality.”

“Being a Filipina in Canada with the majority of my family living in the Philippines, I know from personal experience what it truly means to be able to send money to loved ones back home,” explains Cindy Marie Navarro, creative director at Courage, which developed the campaign with CIBC as its AOR. “It’s groceries, books for school, medicine, clothes, a rare family outing, a cake to celebrate my Lola’s birthday even from another country. Sending money means so much more than just money. You’re sending love, and that’s what this campaign is all about.”

The campaign is anchored by two spots, one 60-second and one 45-second, as well as their 30-, 15- and six-second cutdowns. The spots will run across TV, OLV, digital display and social, with additional support across radio and OOH. They were directed by Omri Cohen of Spy Films, who also directed Courage’s internationally-minded work for Nestlé’s Nescafé brand, “Jars.”

“It’s amazing to witness the kind of storytelling that’s possible when you’re part of a diverse team and creating from lived experiences,” says Dhaval Bhatt, Courage’s co-founder and chief creative officer. “It’s not just the right thing to do; it’s an undeniable creative advantage.”