The campaign, which uses striking underwater visuals highlight a campaign of hope for those facing critical debt, was created by Reason Partners, and directed by Untitled Films’ Steve Gordon. The campaign encompasses TV, print, transit, and collateral components that assure Canadians there’s a way to avoid being sunk by personal debt in uncertain economic times.
“Today in Canada, debt management and financial education programs are playing an increasingly important role for income earners at all levels,” says Credit Canada CEO Laurie Campbell. “Household debt hit a new record late last year. Credit market debt – as compared with disposable income – reached 163.7 per cent, Statistics Canada reported in December. Too many Canadians are overextended thanks in large part to low interest rates. More and more people need help staying afloat financially, and we’re letting them know we can be the lifesavers. We’re getting the message out that our not-for-profit credit counselling, financial coaching, and financial literacy programs promote manageable ways to deal with debt, no matter how stormy the seas.”
In creating the campaign, Credit Canada opted for simple, striking visuals and a sharply focused message. The 30-second TV spot shows a range of everyday, fully clothed people floundering underwater. As the commercial concludes, a hand reaches down into the water to clasp another hand representing those in distress. Over the action, words appear onscreen saying: “Without making a profit or false promises, we’ve helped over 2 million people since 1966 … We’ll help you get out from under.” Campbell notes that imagery and the key message from the TV commercial are being put to use in all other transit ads, print ads, and collateral components for the campaign, promoting continuity and building on Credit Canada’s service strength and credibility.
Credit Canada is the country’s leading not-for-profit credit counselling agency, Credit Canada Debt Solutions.
Client: Credit Canada
Campaign and spot title: “Get Out From Under”
Creative Agency: Reason Partners
Creative Director/CEO: Peter Holmes
President/Director of Strategic Planning: Jeff Plowman
Senior Digital Designer/Art Director: Jasmina Trafikowska
Production Company: Untitled Films
Director: Steve Gordon
Executive Producer: Peter Davis
Line Producer: Tom Evelyn
Editorial: Rooster Post
Editor: Christina Humphries
Music track produced by Ken & Igor Music