Youth write to the future in new RBC campaign


Royal Bank of Canada has launched a powerful new ad campaign on April 29 to promote “RBC Future Launch,” the financial institution’s 10-year, $500-million commitment to help empower the youth of today for the jobs of tomorrow.

RBC enlisted ad agency Battery to help create a visually emotive TV spot celebrating the power and potential of Canada’s youth.

The spot, “Dear Future,” physically demonstrates the power inherent to today’s youth. Battery worked with MJZ director Rocky Morton, one of the most awarded and in-demand directors in global advertising, to bring the story to life, while also partnering with Canadian-based Alter Ego to handle the impressive visual effects.

The :30-second spot follows three young “heroes” as they take the viewer through three different scenes – a forest, a music studio and a cityscape – each of which demonstrates the power of their potential through different energetic moments – exploding trees, piano keys and city lights shattering in their wake.

The voiceover begins: “Dear Future, I am full of potential. I am opportunity waiting to be unleashed. I am power waiting to be ignited.” Watch below:

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“This was an amazing opportunity to work with an iconic brand like RBC,” said Philip Khosid, Co-Founder & CCO of Battery. “RBC Future Launch is the largest commitment to Youth in RBC’s history, so we needed to create an equally powerful and significant campaign that celebrates their inherent optimism and potential.”

Over the next ten years, RBC Future Launch has stated it will invest in key areas that will help empower young Canadians and prepare them for the future world of work. The initiative is focusing on increasing access to: practical work experience; networking solutions; skills development opportunities and mental well-being supports and services.

“Young Canadians are facing considerable challenges in the school-to-work transition as they consider their future,” said Mary DePaoli, Executive Vice President and Chief Marketing Officer, RBC. “But research shows that they are optimistic and excited about their next venture in life. We feel this campaign will demonstrate loudly and clearly that we recognize their potential, we understand their needs and we want to help them better prepare for the new world of work.”

This Reel Ad of the Week campaign will appear in broadcast, digital and social channels.

Client: Royal Bank of Canada
   EVP & Chief Marketing Officer: Mary DePaoli
   Vice President, Brand Marketing: Matt McGlynn
   Director, Brand Marketing: Sonia Whiteson
   Senior Manager, Brand Marketing: Maya Russell
   Manager, Brand Marketing: Julia Basso

Agency: Battery
   Co-Founder, Chief Creative Officer: Philip Khosid
   Co-Founder, Chief Executive Officer: Anson Sowby
   Partner/Head of Brand Management: Mike Parseghian
   Partner/Executive Creative Director: Scott Brown
   Executive Producer: Jeff Yee

Production Company: MJZ
   Director: Rocky Morton
   President: David Zander
   Executive Producer: Emma Wilcockson
   Head of Production: Janet Nowosad
   Producer: Brady Vant Hull

Post-Production: Alter Ego
   Creative Director: Eric Whipp
   Executive Producer: Hilda Pereira
   Producer: Julie Neff

Source: Battery