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Reason Partners Goes Underwater with Credit Canada Campaign

Reason Partners has crafted a new campaign for Credit Canada, entitled “Get Out From Under,” that utilizes underwater imagery to illustrate what it feels like to face critical debt.

With household debt in Canada having reached an all time high last year, the campaign is well timed. “More and more people need help staying afloat financially, and we’re letting them know we can be the lifesavers,” said Credit Canada CEO Laurie Campbell. “We’re getting the message out that our not-for-profit credit counseling, financial counseling, and financial literacy programs promote manageable ways to deal with debt, no matter how stormy the seas.”

The simple and direct 30 second television spot, directed by Steve Gordon, portrays a (fully-clothed) woman floundering under water, accompanied by Credit Canada’s message appearing on screen: “Without making a profit or false promises, we’ve helped over 2 million people since 1966.” As the text “We’ll help you get out from under” appears, a hand reaches down to pull the woman up, representing Credit Canada lifting its clients out of debt. The imagery and message from the television spot are echoed in the transit ads, print ads, and collateral components that make up the rest of the “Get Out From Under” campaign. Stick around for credits after the jump.

Credits:


Client: Credit Canada
Campaign and spot title: “Get Out From Under”
Creative Agency: Reason Partners
Creative Director/CEO: Peter Holmes
President/Director of Strategic Planning: Jeff Plowman
Senior Digital Designer/Art Director: Jasmina Trafikowska

 

Production Company: Untitled Films
Director: Steve Gordon
Executive Producer: Peter Davis
Line Producer: Tom Evelyn
 
Editorial: Rooster Post

 

Music track produced by Ken & Igor Music
Creative Agency: Reason Partners
Creative Director/CEO: Peter Holmes
President/Director of Strategic Planning: Jeff Plowman
Senior Digital Designer/Art Director: Jasmina Trafikowska
 
Production Company: Untitled Films
Director: Steve Gordon
Executive Producer: Peter Davis
Line Producer: Tom Evelyn
 
Editorial: Rooster Post
 
Music track produced by Ken & Igor Music
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