Canada Deposit Insurance Corporation automatically insures most bank deposits for up to $60,000. I wanted to help CDIC be perceived as being trustworthy, honest and straightforward. The direction that was overwhelmingly favored in testing was a straight ahead delivery by a spokesperson, on a white set with strong CDIC branding. Positive awareness of deposit insurance, CDIC and its benefits has increased, and the campaign has been reinforced with the creation of new TV ads.

Creative Direction & Copywriting

for Focus Strategies and Communications / DDB

Update: the mutual fund industry complained (loudly) about a new CDIC ad which warned the public that mutual funds weren't protected by Deposit Insurance. Rick Mercer, on CBC-TV's national Monday Report, produced a "spoof" commercial, supposedly "from" the mutual fund industry, explaining "their" side of the story. Click on image at right to view this parody.