The Extra Bag

Consumer Direct Mail/Collateral - Series

2025

Courage, Toronto, ON
w: courageinc.com

Founder, Chief Creative Officer: Dhaval Bhatt, Joel Holtby Partner, President: Niki Sahni Partner, Chief Strategy Officer: Tom Kenny Partner, EP: Clair Galea Executive Strategy Director: Rami Dudin Strategist: Shradha Chauhan Creative Director: Jesse Wilks, Gerardo Agbuya Writer: Jesse Wilks, Jon Taylor, Kushal Lalvani Art Director: Gerardo Agbuya, Andrea Romanelli Associate Creative Director: Andrea Romanelli Assocoate Creative Director: Jon Taylor Group Accout Director: Saloni Wadehra Account Director: Sonam Sood Account Supervisor: Emily Broad Senior Producer: Adriana Laborde, Elana Olavesen, Andrew Tavares Client: CIBC Senior Vice President, Business Partner Marketing, Personal and Business Banking: Suzy DePrizio VP, Business Partner Marketing: Angela Sarino Senior Director, Strategic Fragments & Franchising: Joanna Milroy Director: Tom Malesis Senior Manager: Tony Hua Manager: Emma Ler Production: Untitled Films EP: Lexy Kavluk, Hilda Pereira Line Producer: Kyle Welton Production Manager: Dónal Lucey 1st AD: Jeff Cowan Gaffer: Todd Hamacher Key Grip: Adam McDonald Production Designer: Jessica O'Reilly Sound Mixer: Kristian Delchev Wardrobe Stylist: Lisa Gentle Key Makeup: Jasmine Duffey Casting: Ground Glass Casting Casting Director: Andrew Deiters Editorial: Courage Editor: Marcus Barrie Assistant Editor: Parker Wales Production Coordinator: Parker Wales Colour and Online: Alter Ego Colourist: Lily Henry Colour Assistant: Daniel Saavedra Lead VFX Artist: Joel Osis VFX Assistant: Nupur Baria Audio House: Berkley Inc. Media Partner: EssenceMediaCom

A moving film featuring real newcomers who share what they had to leave behind when moving to Canada. The story builds to a powerful reveal as CIBC reunites them with the cherished items they thought were lost forever showing that starting a new life doesn't mean leaving the old one behind.