Questrade’s new TV spot and brand platform takes aim at the traditional financial system, which it says has been forcing Canadians to dream smaller.

According to Questrade, the new creative platform, “Get Yours,” comes at a time when Canadians have never felt less financially secure, with studies showing that 64% of Canadians fear they’ll fall behind financially and 50% of Canadians under 55 struggling to save money. The new platform encourages Canadians to move to a financial system that works for them, not against them, and gives them the ability to achieve their financial goals, including retirement and homeownership.

Questrade CMO Caleb Rubin says that Canadians have long resigned themselves to a financial system that profits from their compromises, leaving them to dream smaller, which is “unacceptable.”

“At its core, ‘Get Yours’ connects with Canadians by acknowledging their struggles and providing a path for them to achieve financial security and success, be that with powerful tools designed to help them become better investors, ultra low-fee managed investing designed to help deliver better returns, or customer support that works with their best interests in mind,” Rubin says.

The spot, “Dream Smaller,” highlights the ways the traditional financial system forces people to compromise on their lives, while also serving as a rallying cry to inspire Canadians to demand a financial future that works for them.

Alongside the “Dream Smaller” brand spot, product-focused ads ask viewers if they’re “Sick of Dreaming Smaller?” and offer up tangible solutions as to how Questrade can help Canadians reclaim their dreams.

Created by No Fixed Address, the integrated campaign launched on Jan. 1 across TV, digital, social and OOH, including Toronto’s Yonge and Bloor subway station.

“While our work for Questrade has always been about emotionally inspiring Canadians to open their eyes and aim for a better financial future, this campaign takes a bolder stance,” says Alexis Bronstorph, CCO at No Fixed Address. “We’re directly calling out a financial system that has been designed to prioritize its interest over those of Canadians. We can’t wait to help more people get what’s rightfully theirs this year.”