CPPIB - Investing Today for your Tomorrow

CCPIB is an arm’s length organization in charge of investing the CPP Fund on behalf of 20 million working Canadians. However, they are not a household name in Canada. Working closely with the client, we wanted to introduce CPPIB to Canadians and make them aware of what CPPIB does and ensure them that the CPP Fund is secure for generations to come.

The plan was to create a TV commercial, a digital commercial as well as digital banners and Facebook ads. Add to that, an integration with the Glove & Mail to produce 3 mini documentaries on retirement. Lastly, 3 videos highlighting CPPIB employees were designed to shed light on who works at CPPIB and explore what they do, what inspires them, and why the work they do matters. Overall, the goal is to celebrate Canada, its people, and diversity.