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COMMERCIAL SPOT

The Brief

C&B was asked to retool RBC’s Employee Value Proposition to better reflect the current realities of employees and the broader labour market in the wake of historically low unemployment rates.

We were tasked with following this up with the creation of a new employer brand platform and broad recruitment marketing campaign to attract better talent, rebuild company morale, and decrease attrition rates.
Background

Background

Nelson Mandela Children’s Hospital was a new hospital in
Johannesburg, South Africa wanting to attract funding and donors.

Looking to mirror the success of their funding partner, Toronto’s
SickKids Hospital, NMCH opted to create a gritty and emotional
television campaign that was hard to ignore.
Nelson Mandela Children’s
Hospital was a new hospital in
Johannesburg, South Africa
wanting to attract funding and
donors.

Looking to mirror the
success of Toronto’s SickKids
Hospital, NMCH opted to create
a gritty and emotional television
campaign that was hard
to ignore.
RBC is Canada’s largest
bank, with over 89,000
employees around the globe.
‍
In the wake of the
pandemic and the Great
Resignation, it was looking
for help conveying all of
the possibilities and
benefits that could come
from a career at the bank.

The Brief

C&B was asked to retool RBC’s Employee Value Proposition to better reflect the current realities of employees and the broader labour market in the wake of historically low unemployment rates.

We were tasked with following this up with the creation of a new employer brand platform and broad recruitment marketing campaign to attract better talent, rebuild company morale, and decrease attrition rates.
RBC wanted to attract
better talent, rebuild
company morale, and
decrease attrition rates.

C&B was tasked with
coming up with a new
employer brand
campaign that:

The Brief & Insights

  • South Africans were skeptical about donating to hospitals.
  • NMCH needed to change this attitude.
  • The concept of the campaign was to help people
    see themselves in the shoes of parents with children
    receiving care at NMCH.
  • The ad needed to feel gritty and hyper realistic.
  • South Africans were skeptical
    about donating to hospitals.
  • NMCH needed to change
    this attitude.
  • The concept of the
    campaign was to help
    parents see themselves in
    the shoes of parents with
    children receiving care at
    NMCH.
  • The ad needed to feel gritty
    and hyper realistic.
C&B was tasked with coming up with a new employer brand campaign that:
  1. Reimagined their Employee Value Proposition
  2. Invented a tagline that worked seamlessly with RBC’s Unifying Advertising Expression
    Ideas Happen Here.
  3. Come up with a new employer brand platform and broad recruitment
    marketing campaign that inspired and excited existing and potential employees, alike.
  • Reimagined their Employee
    Value Proposition
  • Invented a tagline that worked
    seamlessly with RBC’s Unifying
    Advertising Expression Ideas
    Happen Here.
  • Come up with a new employer
    brand platform and broad
    recruitment marketing campaign.
Insights
C&B uncovered the following insights through our research:
  • The Great Resignation and the War for Talent forced RBC to reimagine the complex relationship between employer & employee and work & life.
  • What was attractive about RBC is that it offered employees interesting opportunities and possibilities on one hand,
    and stability and security on the other hand.
  • Employees wants and needs differ from person to person and change over time.
  • Employees are looking for careers that fit their lives and lifestyles.
The Solution
Our solution started with reimagining RBC’s Employee Value Proposition.

To focus our campaign, we started by dividing employees into five
categories that coincided with their phase of life and stage of career.
‍
This allowed us to personalize and better target content.
We focused our campaign by dividing employees into
five categories that coincided with phase of life and career stage.
‍
This allowed us to personalize and better target content.

The Solution

We tapped into our roster of international documentary filmmakers through our ongoing
partnership with the Hot Docs Film Festival and found the ideal filmmaker in South Africa.
By applying a documentarian’s filming approach to our commercial, we developed a creative
solution that stretched our production budget from one shoot-day to five shoot-days.
We tapped into our roster of
international documentary
filmmakers through our ongoing
partnership with the Hot Docs Film
Festival and found the ideal
filmmaker in South Africa.
By applying a documentarian’s
filming approach to our
commercial, we developed a
creative solution that stretched our
production budget from one shoot-
day to five shoot-days.
This included the creation of a visual style guide, icons, and templates that have
been rolled out across the enterprise and is used to guide all external-facing
recruitment efforts and internal-facing employee engagement efforts.

3. The Virtual Reality Experience

The next hurdle was teaching participants how to recognize their own mental and physical health issues,
and embracing new habits that would help them lead healthier and happier lives.

The solution was gamifying the lesson through a VR experience. Using a Meta Oculus headset,
participants learned how their own choices affected their overall health.

The group was also introduced to meditation and other mindfulness techniques.
The next hurdle was teaching
participants how to recognize their
own mental and physical health
issues, and embracing new habits
that would help them lead healthier
and happier lives.

The solution was gamifying the
lesson through a VR experience.
Using a Meta Oculus headset,
participants learned how their own
choices affected their overall health.
The group was also introduced to
meditation and other mindfulness
techniques.

4. The Graphic Novel

The lessons from the VR experience and animated movie were distilled into a
graphic novel that participants kept as a resource.

The graphic novel mixed entertainment with helpful tips in order to make it a
reference book that they’d actually read, use, and hang onto.
The lessons from the VR experience
and animated movie were distilled
into a graphic novel that participants
kept as a resource.

The graphic novel mixed
entertainment with helpful tips in
order to make it a reference book
that they’d actually read, use, and
hang onto.

Digital and Social

We created the copy, photography, and layout for
LinkedIn, Instagram, and Google banner ads to drive
visits and applications on RBC’s career site.
We created the copy, photography,
and layout for LinkedIn, Instagram,
and Google banner ads to drive
visits and applications on RBC’s
career site.

Out of Home

We created an out-of-home campaign in
targeted locations to reenforce the idea that
RBC is an ideal destination for top talent.
We created an out-of-home
campaign in targeted locations to
reenforce the idea that RBC is an
ideal destination for top talent.

Documentary Film &
Animated Storytelling

To help bolster application numbers for other
RBC business divisions, C&B developed a series
of documentaries and animated shorts that told
real stories of real RBC employees.

The Results

We produced a 60 and 30-second commercial, with two 15-second social media cut-downs.
We produced a 60 and 30-second
commercial, with two 15-second
social media cut-downs. 

Increase

in monthly donors
to the hospital

Increase

in total donations
C&B Studios Inc. © 2023.
C&B Studios Inc. © 2023.