Who: CIBC, with Courage for strategy and creative; Scouts Honour for production (directed by Mark Zibert); Nimiopere and Alter Ego for post-production; Grayson Music for sound, and EssenceMediacom for media.
What: “The World is Your Oyster,” a campaign promoting the bank’s Aventura travel points card, which uses people enjoying oysters around the world to illustrate the advantages of Aventura.
When & Where: The campaign launched April 4 and includes TV, film, print, and out-of-home.
Why: Ambition is the cornerstone of the CIBC brand, and this campaign shows how the Aventura card can help travel ambitions, no matter what they are, come true.
“This card is meant to celebrate everyone’s unique style of travelling,” said Angela Sarino, CIBC’s vice-president, business partner marketing, in a release. “With the points you earn from CIBC’s Aventura travel card, you can adventure where, when and how you want.”
The familiar expression “the world is your oyster” serves double-duty as both a literal and metaphorical campaign tagline.
How: While “The world is your oyster” speaks to the opportunity CIBC says consumers can realize with their Aventura travel points, Courage used oysters as a literal connective thread to depict those opportunities around the world.
The 60-second anchor spot shows oysters being enjoyed in a range of scenes and settings—beachside, pulled fresh from the sea, sharing a family recipe in Greece, or with buddies in a bar. But the oysters aren’t just about food—there’s pearl shopping in Dubai and a trip to The Mauritshuis in the Hague, home to Vermeer’s famous painting “Girl with the Pearl Earring.”
The print and out-of-home ads show travel destinations nestled inside an opened oyster.
“Adventure is so necessary for our development and quality of life. It’s our opportunity to try new experiences, to test our own perceived limitations,” said Dhaval Bhatt, founder and co-CCO of Courage.
CIBC is committed to making travel ambitious happen for its clients, he said. “We wanted to create something that was both a reflection of that commitment and a love letter to what’s possible when you venture out of your comfort zone.”
