In this climate of economic uncertainty, with the added complexity of U.S. tariffs, Farber Debt Solutions is positioning itself as an “empathetic and bold ally” for Canadians.

The Canadian-owned company’s latest campaign, “When You’re in Debt, Everything Looks Different,” highlights the unseen emotional burden of debt by transforming everyday objects – like remote controls, toasters and light switches – into symbols of financial stress. The campaign’s visuals also include tap-to-pay icons on common household items.

Katherine Dimopoulos, director of brand marketing and communications at Farber, tells strategy the campaign aims to cut through the noise in the debt relief category by depicting everyday tasks as financial transactions.

“Consumers are overwhelmed with options, and it can be difficult to break through that clutter and show that we’re different – that we genuinely understand their situation,” Dimopoulos says. “Another challenge is shifting the perception that debt relief is only for people in extreme financial distress, when, in fact, it’s for anyone who feels overwhelmed or uncertain about their financial situation.”

The campaign, created alongside The Local Collective, aims to make debt relief feel approachable and human, Dimopoulos adds. “It’s not just about numbers; it’s about real-life impact. By continuing to leverage arresting visuals and demonstrating empathy, we break through the clutter and build a connection that resonates with people who are in need of support.”

The campaign comes amid economic uncertainty spurred, in part, by U.S. President Donald Trump’s monthly tariff threat on Canadian imports.

Dimopoulos says the Canadian financial brand’s biggest challenge currently is balancing the growing financial pressures that Canadians are facing while trying to maintain the integrity of a “Made in Canada” strategy.

“Despite these external challenges, we believe that our ‘Made in Canada’ approach resonates with Canadians who value the reliability and personal touch of a homegrown company. By positioning ourselves as a source of stability and support, we remain dedicated to guiding our clients toward a brighter, stress-free future – no one should have to navigate financial hardship alone. This focus on empathy and local expertise is key to how we continue to build trust and support even amid these economic uncertainties.”

The “When You’re in Debt, Everything Looks Different” campaign will appear across online video, social, out-of-home (OOH) and radio platforms nationwide.