Make Change That Counts

Agency: Cheil
Client: Government of Canada
Role: Jr Art Director & Designer

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)

Key Message:
Managing your expenses, debt and savings will help you build financial confidence

Website Concept

Concept Ideas

Final Concepts

Chosen Concept