The Investment Issue

Consumer Print - Series

2024

LG2, Quebec/Montreal/Toronto
w: lg2.com

Executive Creative Director: Nick Paget Creative Director: Martin Beauséjour, Joannie Fredette Copywriter: Roxanne Pelletier, Catherine Foisy, Julia Lemyre-Cossette, Charlotte Perreault Art Director: Hang Tan Tang, Vincent Pérès, Jean Landry Planner: Arthur Rollet Account Manager: Stéphanie Martin, Stéphanie Paquette, Sophie Dupont, Geneviève Grondin, Caroline Germain Layout Artist: Blanca Rosa Arellano Sarabi Agency Producer: Andréanne Hébert Production Manager: Julie Martin, Geneviève Demers Mac Artist: Martin Brisebois Chief Creative Officer: Marc Fortin, Luc Du Sault, Josh Stein Vice-President, Executive Creative Direction: Marilou Aubin Vice-President, Strategy: Sophie-Annick Vallée Vice-President, Account Services: Marie-Christine Cayer Production Company: ROMEO Media Agency: Omnicom Media Group Montréal, Adviso Client: National Bank of Canada

Unlike those aimed at men, 90% of financial articles written for women encourage them to save money rather than build wealth through investment. To address this gap in financial literacy, National Bank flipped the stereotypical narrative by editing the back covers of nine popular magazines to right their headlines. This nationwide initiative, with millions of copies printed, led to a united editorial movement among Canadian magazines to permanently support women's financial empowerment.