RBC is taking a softer, more imaginative approach to everyday banking. The brand’s latest campaign, “Crochet,” developed by Battery, looks at money not through the usual lens of major financial milestones, but through the smaller everyday choices that shape how people live, plan, and pursue what they love.
The idea is rooted in the insight that people think about money constantly, not only when they are buying a home, making investments, or facing big life decisions. Money shows up in hobbies, friendships, creative pursuits, future planning, and the daily effort to balance responsibility with enjoyment.
The work is part of RBC’s broader Everyday Banking narrative, which focuses on helping clients turn everyday money moments into forward momentum. The campaign extends the bank’s “Your Idea Happens Here” platform with the line, “Your idea of creative budgeting happens here.”
The spot follows a young artist whose passion for crochet transforms the world around her. As she plans, saves, and creates, ordinary objects become colorful handmade creations, from a crocheted record spinning on a turntable to a new sweater – and hair – for her neighbor and his furry sidekick. Watch below:
“People don’t experience banking through a handful of major financial decisions. They experience it through hundreds of small moments every day,” said Sonia Whiteson, SVP Personal Banking at RBC. “As we continue to evolve our Everyday Banking platform, we’re focused on helping clients turn those moments into momentum.”
She added, “This spot, as part of a broader campaign, is a reminder that your goals and your ideas come in all shapes and sizes – from life’s biggest milestones to the hobbies, passions, and pursuits that make us who we are. We believe this spot captures that idea beautifully and playfully, showing how banking can help people embrace what matters to them, while still making financially smart decisions.”
The campaign also supports RBC’s latest new-customer offer. Eligible customers who open a chequing account can receive an iPad, with upgrade options tied to investment levels. Customers who open an eligible chequing account and invest $25,000 or more can upgrade to an iPad Air, while those who invest $50,000 or more can upgrade to an iPad Pro or MacBook.
For Battery, “Crochet” became a way to visualize how small savings and everyday budgeting can add up to something meaningful. “We noticed that many people are looking for ways to make room in their budget for the hobbies and passions they love,” said Pete Breton, president and ECD of Battery Canada. “That’s what we love about RBC’s NOMI. It helps people uncover savings they may not have realized they had, and ‘Crochet’ became a colorful way to show how those small amounts can grow into something meaningful over time.”
He added, “Combined with RBC’s partnership with Apple and the iPad offer, it became a story about how budgeting can be fun, help fuel creativity and bring ideas to life.”
The campaign is rolling out across social, online video and broadcast. By framing financial wellness as something that supports creativity rather than restricts it, RBC is positioning everyday banking less as a chore and more as a tool for personal momentum.
In this world, budgeting does not kill the vibe. It helps stitch the idea together.
CREDITS:
BRAND: RBC Canada
- Mary DePaoli: Executive VP, Chief Marketing Officer
- Sonia Whiteson: SVP Marketing, Personal Banking
- Michelle Ching: VP Marketing, Personal Banking
- Katie Sacharin: Director, Marketing, Personal Banking
- Andrea Rothecker: Senior Manager, Marketing, Personal Banking
- Lucianna Adragna: VP, Client Growth and Segments, Personal Banking
- Steve Scoins: Sr. Director, Acquisition, Personal Banking
- Brent MacKay: Director, Banking Acquisition, Personal Banking
AGENCY: Battery Canada
- Phil Khosid: Chief Creative Officer
- Pete Breton: Executive Creative Director
- Heejae Choi: Sr. Art Director
- Shirley Yushkov: Sr. Copywriter
- Michelle Corsbie: Group Account Director
- Lara Hunter: Account Director
- Avery Bourbonnais: Account Supervisor
- Shannon Watchorn: Sr. Brand Manager
- Marco Vidalis: Head of Production
- Franca Piacente: Executive Producer
PRODUCTION COMPANY: Scouts Honor
- Mark Ziebert: Director
- Simon Dragland: Executive Producer
- Rita Popielak: Executive Producer
- Mark Zibert: Director of Photography
- Eric Kaskens: Director of Photography
- Simon Dragland: Line Producer
- Katherine Salnek: Production Designer
- Kate Day: Wardrobe Stylist
- Tricia Zaremba: Creative Research
- Jigsaw: Casting
EDIT: Nimiopere Editorial
- Chris Chang: Editor
- Mariana Rossi: Assistant Editor
- Jenna Edwards: Executive Producer
POST, COLOR, ONLINE: Alter Ego Post
- Eric Whipp: Senior Colourist
- Daniel Saavedra: Colour Assistant
- David W.: Head of VFX
- Jake Hussey: VFX Artist
- Victoria Gaston: VFX Artist
- Eric Perrella: VFX Artist
- Alyssa Glousher: VFX Assistant
- Hilda Pereira: Executive Producer
- Bobbi Dedman: Producer
- Mariya Guzova: Producer
MUSIC: Grayson Music
- Kelly McCluskey: Executive Producer, Audio
- Ali Willa Milner: Music and Voice Director
- Warren Bray: Music Supervisor
- Ben Swarbrick: Sound Designer
- Brian Bernard: Engineer
- Aaron McCourt: Engineer
Song
- “Bike Engine” by Stylo G and Jacob Plant: Licensed c/o BMG Rights Management, Sony Music Publishing and Universal Music Publishing Group
MEDIA: Initiative Planning Team
- Karnie Iskedjian: Senior Planner, Communications Design
- Shannen Carlton: Manager, Communications Design
- Amanda Bacon: Group Account Director, Communications Design
- Austin Tenhunen: Director, Strategy
- Dilu Yan: Supervisor, Addressable Activation
- Barbara Franco Tovar: Account Manager, Social
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