WINDOW FORWARD
CONCEPT
Creative Direction
TASK
Increase awareness of the CIBC Rewards program, foster emotional connections by aligning the brand with personal aspirations, and drive engagement through targeted content.
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IDEA
The idea aims to create a stronger emotional connection with consumers by visually linking the CIBC logo to rewards options like travel, wellness, and education. CIBC's logo transformed into a symbolic window of life-enhancing opportunities positions the brand as a facilitator of growth, fulfillment and joy. The arrow element in the CIBC logo, combined with the "Window Forward" tagline, symbolizes progress, reinforcing the idea that CIBC Rewards can help consumers move toward fulfilling their personal goals and experiences.
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The campaign’s social media assets are micro-targeted based on individual interests, ensuring each segment sees content that resonates most with their aspirations.
Placed on the bank’s windows, this video display acts as a literal frame for what CIBC Rewards can offer, dynamically engaging passersby. This execution allows for seasonally adaptable visuals that reflect current trends, holidays, and consumer interests, keeping the messaging fresh and relevant.
This urban installation serves as both a sculptural object and a digital display, integrating the CIBC logo into the cityscape. Acting as a literal window, the structure invites passersby to engage with the "Window Forward" concept by visually framing the opportunities that CIBC Rewards can offer.
The billboard executions tie into the campaign by using event-based visuals, such as the Formula 1 race in Montreal in this case, to engage audiences with contextually relevant content. By integrating visuals tied to major events, the campaign capitalizes on the excitement surrounding these moments, making the CIBC Rewards program feel more immediate and aspirational, connecting the brand to consumers’ interests and passions in real time.