Thanks to decades of hidden fees, impersonal service, and profit-first attitudes, Canadian consumers have grown tired of the big bank experience. And who can blame them? No one likes being treated like a number.

As the largest credit union in Ontario, Meridian’s people-centric, personalized service has set them apart from the big banks since day one. We set out to own that difference and show the province that there’s a better way to bank—one that sees them as a human being, not just another account on a spreadsheet.

Drawing inspiration from the simple statement, “Around here, banking is different,” we launched an all-new brand platform that put Meridian’s Member-obsessed attitude in the spotlight. Our campaign was led by ambitious video spots that poked fun at the frustration of feeling unseen by your bank, backed by a digital and OOH push that featured real Meridian Members living their best lives.