The thousands of temporary foreign workers (TFW) who arrive in Canada each year are the subject of the latest creative from RBC, highlighting a group that’s often underrepresented in advertising.

The bank’s newest iteration of its “New Can Feel Like Home” campaign is told from the perspective of a Filipino father and showcases the journey that many TFWs experience in Canada, underlining the importance of building community in a new home.

“New Can Feel Like Home” is a campaign that originated last year, but while the first stage of the creative focused on broader experiences of newcomer families, this year’s follow-up focuses more specifically on the experiences of TFWs.

RBC director of international banking marketing Lauragaye Jackson notes that both temporary foreign workers and newcomers from the Philippines are rarely seen in Canadian advertising, which encouraged the brand to seek to tell their story in its latest campaign.

“It’s really important that we’re highlighting what the newcomer experience is. And really that first meeting that you have with your bank advisor can be monumental. It really lays the building blocks for someone’s financial foundation, and that’s common for all newcomers,” Jackson tells strategy.

The campaign’s story was inspired by some real-life experiences of RBC advisors and members of Jackson’s team who were newcomers to Canada themselves. The brand tested the creative concept with newcomer Canadians, and received positive feedback that motivated them to move ahead with the work.

The creative fits into the brand’s overall “Ideas Happen Here” platform. Jackson says the bank’s goal, and the thread running through its marketing, is to have clients think of it as a place where they feel they can go over new ideas with RBC’s advisors.

“It’s really our focus with clients to help them realize ideas around major life moments, including moving to a new country,” Jackson says. “So in this campaign, we really wanted to share this inspirational story of how clients and advisors not only work together, but meaningfully can connect to navigate important life journeys.”

The work for RBC’s Newcomer Advisors is highlighted in the new creative, focusing on their work to offer advice, support and community connections. The campaign also highlights the bank’s Newcomer Advantage, a series of resources and products designed to help newcomers settle in financially once they arrive in Canada.

The bank notes that the new creative is an example of its efforts to prioritize cultural representation in its creative. It did this, in part, by including newcomers from The Philippines and other countries in its cast, crew, production and marketing teams that worked on this campaign.

Jackson adds that the spend behind the new iteration of the campaign was slightly higher than the first stage of the campaign last year, with more work done to find the channels and placements that will most effectively reach newcomers to Canada.

Dentsu Creative Canada handled the creative behind the new campaign, which launched earlier this month. Initiative handled the mass and cultural media buy behind the new work. It will run in OLV and OOH placements, including in airports and government services, with additional creative living on digital and social media, and it’s scheduled to run until October 15.