HomeEquity Bank

Ask Yourself

Agency: Zulu Alpha Kilo


In a new mass campaign, HomeEquity Bank and Zulu Alpha Kilo have tapped trusted Canadian journalist and author Peter Mansbridge to get Canadians to rethink their retirement. Mansbridge was recently appointed Strategic Communications Consultant for the bank. This collaboration aims to open up the conversation around retirement and how Canadians can do more in their golden years, by leveraging the CHIP Reverse Mortgage.

The way Canadians are thinking about retirement is changing – and being able to access equity from their home allows Canadians to have more opportunity and flexibility in their later years in life.

"People aged 55 and above will account for a third of Canada's population by the end of 2024, leaving many with questions about what the future of retirement looks like," said Steve Ranson, President and CEO, HomeEquity Bank.

The campaign includes a :30 TV spot, “Ask Yourself”, featuring Mansbridge being interviewed in a press conference where he is asked some tough questions about his future by a very discerning audience – himself. The reporters and journalists in the crowd are made up of a sea of Peter Mansbridges – with the goal of communicating how Canadians need to ask themselves about what retirement could mean for them.

"Planning for retirement can be very personal, and many people understandably don't always know how to evaluate what's right for them," said Vivianne Gauci, Senior Vice President, Customer Experience & Chief Marketing Officer, HomeEquity Bank. "We're proud to be collaborating with one of the most trusted interviewers in Canada to help guide and empower people to live retirement on their terms with confidence."

“We were excited to build a campaign around a true Canadian icon, Peter Mansbridge,” says Brian Murray, Chief Creative Officer Zulu Alpha Kilo. “To create the effect of dozens of Peters, we had Peter act out the full commercial from every seat in the press conference. Then all the shots were later combined by the talented visual effects team at Alter Ego.”

The campaign kicks off with the spot "Ask Yourself". It will run on television, digital and social media starting January 8.

This professional campaign titled 'Ask Yourself' was published in Canada in January, 2024. It was created for the brand: HomeEquity Bank, by ad agency: Zulu Alpha Kilo. This Integrated medium campaign is related to the Finance industry and contains 1 media asset. It was submitted 3 months ago.


Client: HomeEquity Bank
Agency: Zulu Alpha Kilo
Creative Chairman: Zak Mroueh
Chief Creative Officer: Brian Murray, Jenny Glover
ACD/Art Director: Ivan Mallqui
ACD/Writer: Dane Boaz
Account Team: Jessica Hill, Patti Ann Cochren, Cosmo Haskard, Samantha Tang
Chief Strategy Officer: Maxine Thomas
Strategy Director: Meredith Ferguson
Client Team: Yvonne Ziomecki-Fisher, Vivianne Gauci, Erin Wilson, Niary Toodakian, Richard Taylor
Media Agency: OMD Canada
Digital Media Agency: Zulumatic
Head of Media: Alicia Petralia
Agency Producer: Risa Sone
Integrated Producer: Andrew Sekine
Mac Artists: Kevin Pinto, Cecillia Berasch
Production House: We Are Undivided
Director: Oren Kaplan
Cinematographer: Jackson Parrell
Producer: Jeff Schwartz
Post Production: Zulubot
Editor: Micah Rix-Hayes
Post Production Producer: Siddhi Patel, Lena Hamady
Transfer & Online Production: Alter Ego
Online Producer: Andrew Taveres
Colourist: Wade Odlum
Colour Assistant: Daniel Saavedra
VFX Supervisor & Artist: David Whiteson
VFX Assistants: Nupur Desai & Victoria Gaston
Design Artist: Ian Flaig
Music House: Oso Audio
Creative Director: Harry Knazan
Audio Engineer: Omid Geadizadeh
Audio Producer: Jane Heath


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