CIBC says it’s focused on making people’s immediate financial ambitions a reality.

Through its newest brand advice campaign, CIBC is showing a range of needs – from a girl operating a lemonade stand, to an entrepreneur seeking venture capital on a Dragons’ Den-style show.

Titled “5-Year Plan,” the new work from AOR Courage uses the often-asked query, “Where do you see yourself in five years?” and also features a brief cameo from NHLer and longtime client and ambassador for CIBC, Connor McDavid.

“The first step in achieving your dreams is to create a plan,” says Hilary Windrem, senior director of brand at CIBC. “We want to show Canadians that not only do their ambitions matter deeply to us but that no matter the size or the time horizon, we’re here to help make them happen – particularly at a time when some Canadians may feel their ambitions are out of reach.”

The campaign aimed at a broad target and is timed to coincide with brand research that shows that Canadians are thinking about their money more than ever and looking for help navigating shorter term goals.

Windrem tells strategy the bank’s earlier work was focused on declaring its purpose, and unveiling CIBC’s brand and logo to Canadians.

“Since then, we’ve been focused on showing Canadians how we help make their ambitions a reality and capturing that through powerful stories,” says Windrem. For example, its summer Global Money Transfer-related work showed the power of sending money to loved one and how a small fee can have a big impact, and its ‘Financial Stress Companions’ brought to life the discomfort some clients feel when talking about money.

The “5-Year Plan” will run in two phases. The next one will launch in January and see additional support via 30-second, 15-second and 6-second cutdowns, programmatic, OLV and social.