With updated messaging and a unified brand image created by agency of record LG2, National Bank has launched recent major initiatives that aim to spur financial independence for women, empower Gen Z ,and stay connected with the tennis community the bank’s been supporting for 20 years.

“The Bank is a stable yet highly dynamic institution that’s always looking forward while building on its achievements,” says Marilou Aubin, partner and VP of creative for LG2. “The goal of our initial mandates was to maintain continuity while updating the messaging and increasing brand recognition. To achieve this, we worked in close partnership with the National Bank teams to engage Canadians in an important conversation about money.”

To help raise awareness of the gender gap when it comes to financial matters, the National Bank’s “Women Investor” campaign focused on a telling insight: autocorrect tools often flag the French word ‘investisseuse,’ the gendered word for a female investor, as a mistake. The 360 campaign encouraged the public to adopt the word and advocate on social media for its inclusion in everyday usage. The bank also created “Invest in You,” a series of conferences for women to discuss and develop the tools to achieve financial independence.

National Bank also embarked on a 360 campaign targeting Gen Z, focusing on the importance of responsible financial management. Intended to create a dialogue with this audience, the multi-platform campaign rollout included TV and targeted OOH, the launch of a TikTok account and partnerships with events like Montreal’s Piknic Électronik.

“Studies show that, historically, women and younger people tend to feel less invested in their personal finances,” says Arthur Rollet, strategy director at LG2. “But in addition to good financial literacy, feeling confident and well-equipped are essential factors in achieving financial independence.”

A 360 campaign and visual were created to net strong visibility for National Bank’s partnership with Tennis Canada and highlight the Bank’s support for tennis in communities across the country. Beyond brand association, the initiative captured National Bank’s work to help make tennis more accessible.