In its newest campaign, RBC is looking to show how it can welcome newcomers Canada with a suite of tools, resources and products geared directly toward them.

The Big Five bank worked with Dentsu Creative on the campaign, called “New Takes Courage,” which is anchored by a 30-second spot (with a 15-second cutdown) that focuses on the support RBC advisors can provide, particularly since many of them were once newcomers themselves.

“From research, we know the first 70 hours for a newcomer are so critical,” explains David Federico, creative director with the agency. “Capturing this through the lens of all the new experiences a newcomer family goes through, and the support RBC can provide them, shows just how much they understand the newcomer journey.”

“Our longstanding experience and commitment to helping newcomers settle in allows us the unique opportunity to offer the right solutions to fit their unique needs,” adds Jennifer Howard, VP for lending, international banking and cultural marketing at RBC.

The spot – focusing on the bank’s “Newcomer Advantage” offering – aims to celebrate “the courage and bravery needed to uproot one’s life,” she adds, while also highlighting “how much empathy brands should have in working with newcomers.”

Another 15-second spot highlights a specific offer the bank is offering newcomers: if they choose to bank with the institution, they can get up to 12% cash back with a new RBC Cash Back Mastercard.

The campaign aims to position the bank as a leading option for newcomers, and follows RBC’s acquisition of HSBC’s Canadian assets, which at the time was touted as complementary because of HSBC’s large newcomer client base.

The new work launched Aug. 14 and is running across connected TV, OLV and social. Additional, more tactical creative is live across digital, social and OOH. It will remain in market until Oct. 15. Initiative handled the media buy.