Meridian – Tentacle
During a competitive Fall retail season, Meridian needed to break through to increase deposits and attract a younger demographic of customers to their brand focusing on their high interest savings account (HISA). As a challenger brand, up against the Big 5 banks in Canada, Meridian not only had to differentiate themselves from the traditional, ‘sea of sameness’ advertising in the financial services category but had to do so while combating a very demanding and skeptical consumer. To do this we knew we had to outsmart versus outspend. We had to shake up the category, break through and drive awareness for the offer and Meridian as a different kind of bank. And so, we unleashed a humorous and overdramatized creative plot to rally Canadians behind us in the fight against the Big 5 and other banking institutions guilty of hidden fees.