Royal Bank of Canada

International Women's Day

Objective

How do you talk to the public about the work RBC is putting in to advance women’s opportunities in the workplace, specifically in male-dominated industries?

Solution

Develop a campaign that revolves around the very talented Women in Trade who studied at Conestoga college, a very well-respected Trade School in Ontario. We spoke to the women directly and got their feedback and insight on what it’s really like to forge a path into an industry that, for a very long time, wasn’t much of an option for a lot of women before. This campaign also highlighted women leaders in the corporate workforce who were pushing for more equity and equality.

Photography/Video: Alice Xue

Youth Advertising

One of RBC’s more eclectic sub-brands focuses on the youth and young adult category. I worked on many campaigns on behalf of this line of business, drawing in young consumers from all target groups, including young entrepreneurs (Future Launch), international students, music fanatics (RBCxMusic) and young athletes (Training Ground).

In collaboration with Battery.

Inside Out Film Festival

The Inside Out Film Festival spotlights queer stories and filmmakers in the LGBTQIA community. RBC is a primary sponsor and requested special media spots to help promote the festival during Pride Month.