Royal Bank of Canada invests in the explosive power of youth to fill tomorrow's jobs

Royal Bank of Canada (RBC) is showing its support of youth with a campaign that promotes its RBC Future Launch, the financial institution’s 10-year, $500m commitment to help empower young people to train for the jobs of tomorrow.

RBC enlisted ad agency Battery to help create a visually explosive TV spot celebrating the power and potential of Canada’s youth. The campaign targets both youth and mass audiences through conventional and broadcast channels, plus digital and social.

The spot, ‘Dear Future,’ demonstrates the power of young people. Battery worked with MJZ director Rocky Morton, while also partnering with Canada-based Alter Ego to handle the eye-catching visual effects. The short film follows three young ‘heroes’ as they take viewers through three different scenes – a forest, a music studio and a cityscape – each of which demonstrates the power of their potential through different energetic moments – exploding trees, piano keys and city lights shattering in their wake.

The voiceover begins: “Dear Future, I am full of potential. I am opportunity waiting to be unleashed. I am power waiting to be ignited.” The spot ends by directing viewers to the Future Launch web page to learn more, like how to build skills and get valuable work experience.

“This was an amazing opportunity to work with an iconic brand like RBC,” said Philip Khosid, co-founder and chief creative officer of Battery. “RBC Future Launch is the largest commitment to youth in RBC’s history, so we needed to create an equally powerful and significant campaign that celebrates their inherent optimism and potential.”

Over the next ten years, RBC Future Launch will invest in key areas that will help prepare young Canadians for the future world of work. The initiative focuses on increasing access to practical work experience, networking solutions, skills development opportunities and mental well-being support and services.

“Young Canadians are facing considerable challenges in the school-to-work transition as they consider their future,” said Mary DePaoli, executive vice president and chief marketing officer, RBC. “But research shows that they are optimistic and excited about their next venture in life. We feel this campaign will demonstrate loudly and clearly that we recognize their potential, we understand their needs and we want to help them better prepare for the new world of work.”

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