2019 Winner
HomeEquity Bank
There’s No Retirement Like Home
Zulu Alpha Kilo
BronzeIntegration
BronzeReinvention
BronzeTargeting
The nature of retirement is changing as people live longer. But society still thinks of the retired as needing to downsize, as they live off their savings. A campaign from HomeEquity Bank and Zulu Alpha Kilo proves this isn’t true, as the rebranded bank set out to champion the reverse mortgages category.
An overwhelming majority (93%) of people over 65 say it’s important to be able to stay in their home during retirement. HomeEquity presented this sentiment in campaign that aimed to change seniors’ shady perceptions of reverse mortgage products. In commercials, it showed older Canadians as being in charge of their lives, “urging” millennials and real estate agents to back off in lawn signs and door clings.
Since launch, the “There’s No Retirement Like Home” campaign has helped the bank to drive up awareness by 19%, with enquiries for its services increasing 10%. It also picked up a Bronze Integration, Bronze Reinvention and Bronze Targeting at the SIA awards.
Credits
Chief Creative Officer: Zak Mroueh
Executive creative Director: Patrick Scissons
Art Director: Shawn James
Writer: Irfan Khan
Agency Producer: Jac Benoit
Account Team: David Tremblay
Strategic Planner: Tim Hopkins
Studio Artist: Greg Hepinstall
Agency Producer: Teresa Bayley
Photographer: Shereen Mroueh
Client (Company): HomeEquity Bank
Clients: Yvonne Ziomecki, Vivianne Gauci, Joe Heale, Niary Toodakian, Carly Whittamore
Media Agency: OMD
Media Agency Planner: Dwayne Mataseje, Mitchell Cornelisse
PR Agency: PR by Jacki Nelson of NelsonConnects
Production House: Partners Film
Director: Michael Downing
Production House Producer: Gigi Realini, Jill Godbold, Shannon Barnes
Director of Photography: Barry Parrell
Casting Director: Steven Mann
Video Post Facility / Editing Company: Zulubot
Editor: Jay Baker
Video Post Facility/Editing Company: Alter Ego
Compositor / Online: Eric Perrella, Sebastian Boros /Alter Ego
Special Effects: Eric Perrella, Sebastian Boros/Alter Ego
Animation: Ian Flaig /Alter Ego
Colourist/Transfer: Clinton Homuth, assisted by James Graham / Alter Ego
Colour / VFX / Animation Producer: Julie Neff / Alter Ego
Audio Post Facility/Music House: Eggplant Music & Sound
Audio Director: Rocco Gagliese
Producer: Nicola Treadgold
Engineer: Nathan Handy