Reduced to a number? Nuh-uh!

New work by Calgary agency Daughter Creative

September 23, 2022


Daughter Creative, a Calgary based advertising agency, launched their first campaign for connectFirst, a locally owned and operated credit union with 42 locations across Southern Alberta. The launch began with a TV spot on September 12, 2022, with Cinema, OOH, Print, Online and Radio to follow.

Daughter Creative's mission was to bring brand awareness to connectFirst helping it to rise to the surface in a hyper-competitive financial landscape, up against larger, better-known banks. As a recent merger of two credit unions, connectFirst needed a fresh look to dispel the misconceptions around credit unions, the perception that unions are not technologically savvy, while also positioning it as  a go to financial institution for the next generation, their target market. 

Having an amazing banking app is great, but if you can never talk to a real person about your financial future and develop a personalized plan, then it defeats its purpose. Many of the big banks have taken this route, leaving many people to feel like they’ve been reduced to a number. This insight helped inform our brand platform, including TV. In the spot, we present a world where everyone has been reduced to a number. In life and by their financial institution. Capturing that feeling of being another cog in the system, in today’s cold corporate, digitized, always-on world. The answer to this dystopian world of impersonal numbers? connectFirst Credit Union. Alberta’s path to a brighter, friendlier, and more profitable future. We wanted to communicate to our audience that connectFirst understands you when banks don’t.