"QUESTIONS WORTH ASKING" — DISRUPTING CANADA'S FINANCIAL LANDSCAPE
In the dual roles of creative and film director at Neo, I lead the creation of Neo’s first national brand campaign titled “Questions Worth Asking.” This director’s perspective delves into the narrative, visual allure, and strategic decisions that propelled Neo into the spotlight as a disruptor in the Canadian financial landscape.
Approach
Within Neo Financial’s CREATIVE STUDIO, we conceived a campaign transcending traditional banking narratives. The spark ignited from an idea that not only defied traditional financial norms but delved deep into the heart of technological transformation. At the crossroads of innovation and foresight, a defining moment crystallized for Neo. “Questions worth asking” evolved beyond a mere campaign; it served as a manifesto to revolutionize Canada's financial landscape.
the Narrative
Inspired by the spirit of disruption that gave birth to iconic innovations, Neo Financial embarked on a journey to reimagine the fabric of banking. founded by Andrew Chau, Jeff Adamson, and Kris Read, our story unfolded as a questioning of the status quo, mirrored in the bold inquiries of past innovators.
Like the moment when a lack of transportation options sparked the idea of hailing a cab from a phone, or the frustration of limited dining choices leading to the vision of ordering from anywhere, the seeds of Neo's evolution were sown in the cracks of outdated banking infrastructure.
As we stood amidst the remnants of brick-and-mortar banks, paused over paper documents in a digital age, we dared to dream: what if the future of banking wasn't a bank at all? Our journey from credit cards to investment services became more than a transformation; it was a metamorphosis, a quest to capture not just services but the very essence of a brand redefining the financial landscape.
Crafting the Cinematic Essence
fuelled by a shared passion for storytelling, our in-house team brought the campaign to life. Drawing inspiration from disruptive forces like food delivery platforms, ride-hailing apps, and streaming services, our 60-second spotlight meticulously crafted each frame to pose a final "what if" question.
through elaborate and detailed sets reflecting the periods when these innovations were born, we recreated iconic moments when individuals, just like you and me, questioned the norm and envisioned revolutionary solutions. from the frustration of waiting endlessly for a taxi to the inconvenience of sifting through outdated menus for food delivery, each scenario unfolded with a palpable sense of relatability.
In the realm of financial marketing, it's common to rally against big banks. However, our aspiration transcended opposition; we aimed to position Neo alongside the Ubers and Netflixs of the world—entities that have reshaped their categories, akin to Neo’s transformative vision for banking. The campaign served as our flag planted firmly among iconic brands that have transformed consumer experiences.
Visual Symphony Across Mediums
The orchestration extended beyond the screen, resonating on tv and online, with supporting acts on out-of-home platforms and digital arenas. Each iteration unfolded as a chapter in Neo’s cinematic narrative, challenging the status quo and reshaping the future of banking.
As the architect behind this transformative campaign, I take pride in weaving a cinematic tapestry that not only captured the essence of Neo’s disruptive journey but invited viewers to ponder the “questions worth asking” about the future of finance.
