Today Vancity unveiled its refreshed brand, including two new TV commercials.
For the six years I have been at Vancity, I have tried to explain the philosophical construct that is our business model. It is so simple really, we reinvest our members’ money back into community, and increasingly into community projects that create positive impacts directly in our members’ communities. Local and organic foods, affordable housing, social enterprise – areas like these have significant social, financial and environmental impact in our members’ lives and the lives of their neighbours. Rather than make money like any other financial institution can and then grant out money to projects (although we still do a ton of that), we want the way we invest our members’ money and make money for the credit union to have impact.
It’s actually quite simple, but I was starting to wonder if our brand could effectively capture this simple truth. Whether our brand could inspire our staff and our members equally.
And then a few weeks back, I saw what our agency Wasserman + Partners and my colleague, our VP of Marketing, Rich Seres and Linda Cekal, our Marketing Manager of Brand Experience had been working on. It’s so simple: Make Good Money. We make Good Money for our members by putting money to good.
So here are the ads. We made a 60 second “anthem” ad to really express what the Good Money brand promise is all about:
And a 30 second ad showcasing our Sustainable Wealth Management offering:
These ads are shot in real places across our Vancity trade region and only feature our real members and staff. I am totally honoured to have my voice included in the voiceover in these ads. I have a deep and powerful connection to Vancity and all it does to improve the lives of people in my city and beyond, and to be the voice of Vancity is humbling and incredibly meaningful to me.
Major kudos to my new boss Linda Morris, my amazing colleagues at Vancity and at our agency. I hope you enjoy the ads as much as I do.