Scene+ is playing with the carrot-as-reward metaphor to entice users to join the loyalty program.

“Ordinary Purchases, Extraordinary Rewards” shows travelers in Portugal using carrots as currency, paying for hotels and dropping them in fountains. The 60-second hero spot culminates in an easy-to-swipe Scotiabank Scene+ Visa card.

“Now that Scene+ is in its second year, we wanted to speak to the program at a higher level, by telling a singular story that demonstrates the value you can get out of Scene+ when paired with a Scotiabank eligible payment card,” says John Rocco, VP of global brand management at Scotiabank. “With a portfolio of eight different Scene+ debit and credit cards, Scotiabank cardholders are able to multiply the number of points earned on every single purchase.”

According to Candice Troupe, VP of marketing at Scene+, Canadians are heavy loyalty program users but people often find the landscape confusing due to the multiple options. “That’s why the creative idea needed to be easy to understand,” says Troupe.

Scene+’s approximately 14 million members can earn and redeem rewards in categories such as groceries, movies, banking, travel, dining and, more recently, home improvement.

In September, the loyalty brand announced that shoppers could earn Scene+ points at 1,000 Home Hardware stores across Canada and at the home improvement retailer’s website, via the Scene+ Loyalty card and the Scotiabank Scene+ Visa card.

The launch spot, which will be running on TV and in Cineplex theatres, is supported by OLV, OOH, social and digital.

The new campaign work features a cover of hit Portuguese pop song “Fon Fon Fon,” which was re-recorded by a local Portuguese-Canadian singer with a fresh arrangement by Eggplant Music and Sound. Teams from Scene+, Scotiabank, Empire and Cineplex partnered with Rethink to bring the work to life, with PHD executing media.