First Day

Agency: Rethink


Relocating to Canada can be overwhelming. Newcomers often find themselves alone in unfamiliar surroundings with strange terms and different social rules. They’re introduced to new bank brands, all of which have a different name and color, but similar websites and storefronts.

In its latest campaign aimed at new Canadians, Scotiabank is introducing “First Day” as the antidote to bank communications that seems to talk at newcomers, rather than talking to them about their struggles, worries and goals. Because the best person to give new Canadians advice is someone who was in their shoes.

This professional campaign titled 'First Day' was published in Canada in July, 2022. It was created for the brand: Scotiabank, by ad agency: Rethink. This Integrated medium campaign is related to the Finance industry and contains 5 media assets. It was submitted almost 2 years ago by Communications Manager: Sara Lemmermeyer of Rethink.


Client: Scotiabank
CCO: Aaron Starkman
CSO: Sean McDonald
ECD: Mike Dubrick
Creative Directors: Dhaval Bhatt
Art Director: Kennedy Choi
Writer: Jenai Kershaw
French Writer: Julie-Day Lebel, Karine Doucet
Group Strategy Director: Crystal Sales
Strategist (Mandatory): Colin Kikcio
Associate Director of Broadcast Production: Nadya MacNeil
Broadcast Producer: Shannon Farrell
Integrated Producer: Teresa Bayley
Agency Studio Artist: Justin Chan, Todd Bennett, Brad Kumar, Stephanie Sherwood
Retouching: Nabil Elsaadi
Production Company: Steam Films
Director: James Michael Chiang
Director of Photography: Goh Iromoto
Line Producer: Dolores Salken
Executive Producer: Jill Brennan
Edit House: Nimiopere
Editor: Raj Ramnauth
Assistant Editor: Hannah Stone
Executive Producer: Julie Axell
Producer: Paula Hicks
Colour House: Alter Ego
Colourist: Eric Whipp
Online House: Darling
Online Artist: Alexa Salsberg
Online Assistant: Russell Hanson
Audio House: Grayson Music
Executive Producer: Kelly McCluskey
Music and Voice Director: Ali Willa-Milner
Engineer: Vladimir Nikolic

Account Services:
Group Account Director: Niki Sahni & Sarah Riedlinger
Account Director: Michelle Corsbie
Account Director: Catherine Blouin-Mainville
Account Manager: Kara Schulz
Account Manager: Geraldine Sebastian

Strategic Communications Lead: Meredith Montgomery

Global Chief Marketing Officer: Laura Curtis Ferrera
Vice President Marketing - Canadian Banking, Scotiabank & Tangerine: John Rocco
Director, Customer Marketing: Erin McGrath
Senior Manager, Marketing: Laurence Turner

Media Company - PHD Media


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