See Life More Clearly

Credit Canada

Brand Strategy, Campaign Strategy, Platform Development, Integrated Campaign, Financial Services, Nonprofit, Behaviour Change

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For over 50 years, Credit Canada has helped millions of Canadians break free from debt and regain control of their financial lives. As Canada’s longest-standing non-profit credit counselling agency, their credibility was unquestioned — but their positioning needed clarity.

In an increasingly crowded financial wellness landscape, credit counselling was often perceived as transactional, reactive, or clinical. Consumers understood what Credit Canada did, but not fully what they stood for.

The organization needed a clearer, more compelling brand promise — one that reflected the emotional and practical transformation their services enable. At the same time, they required an integrated campaign capable of driving engagement and measurable conversion, all within a lean media budget.

Challenge

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Humanity began by immersing ourselves in Credit Canada’s counselling approach, services, and long-standing values. Through in-depth interviews with current and former program participants, we uncovered powerful human truths about what living with debt actually feels like.

Debt is more than numbers. It clouds perspective, strains relationships, and narrows possibility. People weren’t just seeking financial restructuring — they were seeking relief, clarity, and control.

These insights helped us define a renewed Unique Selling Proposition:

Credit Canada helps you live the life you want, free from the weight of debt.

This articulation repositioned Credit Canada as more than a debt solution provider. It framed them as a partner in reclaiming one’s life — restoring clarity and forward momentum.

From this foundation, we developed a bold, insight-driven campaign platform designed to translate strategy into action.

Strategy

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When you’re living with debt, it can feel difficult to see the good things in life. Stress blurs your outlook and distorts your sense of what’s possible.

To bring the strategy to life, we developed the campaign platform:

See Life More Clearly

The creative used striking visual metaphors to represent how debt can cloud perspective — and how clarity returns with the right support. Arresting imagery paired with emotionally resonant, straightforward headlines cut through the clutter with simplicity and relevance.

Three distinct executions rolled out across out-of-home, digital, social, and a dedicated landing page, ensuring consistent storytelling across touchpoints.

A radio spot voiced by Credit Canada’s CEO, Bruce Sellery, added authenticity and emotional depth, reinforcing the organization’s credibility and human approach.

The result was an integrated campaign that translated strategic clarity into bold, accessible creative — built to move audiences from recognition to action.

Creative

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