Make Change That Counts
Agency: Cheil
Client: Government of Canada
Role: Jr Art Director & Designer
Brief:
The campaign should aim to empower them to build a sense of financial confidence with the help of budgeting (includes managing expenses, debt and savings). The tone should be empowering, confident, smart, fun, friendly and enlightening. Scenarios should reflect a lower-middle class lifestyle.
The campaign should aim to empower them to build a sense of financial confidence with the help of budgeting (includes managing expenses, debt and savings). The tone should be empowering, confident, smart, fun, friendly and enlightening. Scenarios should reflect a lower-middle class lifestyle.
Target Audience:
- Working-aged Canadians (18 to 54) with targeted messages to the following vulnerable groups:
- Women
- Low-income (less than $40,000), including youth (18-24)
Managing your expenses, debt and savings will help you build financial confidence
Website Concept
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Concept Ideas
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Final Concepts
Chosen Concept
