Life isn’t meant to be a series of linear steps. School > career > mortgage > kids > retirement. What if life was about living authentically instead of by the book? And what if a bank supported who you really are?

For ATB’s 2023/2024 brand campaign, I thought about ATB’s in-market “Powering Possibility” brand campaign and how the modern and inclusive financial institution could go a step further.

The result was “Seize the Possible”, a brand campaign brimming with colour and individuality to support big dreams with products and financial expertise that go beyond the norm.

In this concept, we wrote a series of scripts and advertising copy featuring people striking out to live their authentic lives — from business growth and first mortgages to riding the roller coaster of a wild economy with confidence.  The strategy broke from the expected everyday look, feel, and language of traditional banking to increase engagement and break through the category clutter. 

The result was a fresh brand campaign that spoke to every facet of ATB’s business featuring multiple unique brand broadcast spots and enough content to feed social, OOH, and digital channels for the entire year.