Royal Bank: Live the life you want

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  • This ambitious multimedia campaign for Royal Bank – Canada’s biggest bank – features three spots and a host of print, outdoor and collateral advertising.

    In the first spot, a couple near retirement┬átakes a few wrong turns in a medieval European town and run into something they definitely hadn’t planned for…

    In the second, a man drives through busy downtown streets – he looks tense. Next to him his very pregnant wife breathes out hard and counts…

    In the third, a man runs like the blazes through a typical suburban setting – past lawns, white picket fences, crosswalks…

    In all three spots, they pass many people – provoking wonder or concern or plain curiosity. But, in a sense, everyone has the same question: will they make it?

    The pay off is the same whether it’s related to investments, insurance or mortgages: they’ve got all the answers they need thanks to smart, customized, practical, financial wisdom from RBC. ┬áThe kind that let you live the life you want.

  • We were privileged to work with many outstanding people on this project. A case in point is Chris Gordaneer of Westside Studios whose work for this campaign made it into the Communication Arts photography annual.