First
The RBC “shelf ad” program is an inventory of ads that can be electronically downloaded, for RBC regional use. The project scope was to evaluate the existing RBC Aboriginal directed ads as to their viability and applicability with our Aboriginal audiences and to recommend a creative strategy, copy and visual approach.
Strategy:
Existing Aboriginal ads were evaluated as being culturally “over the top”, cliché ridden and pompous. As a result, two ads – General/Corporate, and Youth directed – were to be created.
As these ads would be used on an “as needed” basis, creative should have the ability to achieve powerful recognition. Strategic tonalities for both ads were identified as being:
- Down to earth / Practical
- Sincere / Candid
- Friendly / Personal
Solution:
Tie-in visually with new RBC mainstream “First” campaign. Although clearly Aboriginal, the visual presentation will take advantage of the powerful mainstream campaign to achieve instant recognition. The “First” campaign also offers general positive cultural undertones when related to First Nations/First Peoples.
Shelf Ad