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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

Public Mobile is a discount mobile phone carrier in Canada.

The conceit of their “Less for Less” campaign was that
the company cheaped out on their advertising in order
to pass those savings onto their customers.
Public Mobile is a discount
mobile phone carrier in Canada.

The conceit of their “
Less for Less” campaign was
that the company cheaped out
on their advertising in order to
pass those savings onto their
customers.
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

  • Public Mobile—along with their agency—wanted
    to execute three scripted commercials
    using only real people, not actors.
  • We needed to find both cast and crew who
    could draw out the comedy of the scripts.
  • They wanted the spots to be funny and
    charming.
  • We had two days and a small budget to
    shoot three commercials.
  • Public Mobile—along with their
    agency—wanted to execute
    three scripted commercials
    using only real people,
    not actors.
  • We needed to find both cast
    and crew who could draw out
    the comedy of the scripts.
  • They wanted the spots to be
    funny and charming.
  • We had two days and a small
    budget to shoot three
    commercials.
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

TV COMMERCIALS

We brought in a team of experienced reality-tv field producers to source real people on the spot.
We also hired a documentary director with a knack for working with real people and
a DP with experience capturing spontaneous moments.
We brought in a team of
experienced reality-tv field
producers to source real people on
the spot.

We also hired a documentary
director with a knack for working
with real people and a DP with
experience capturing spontaneous
moments.
We brought in the host of the TV
show Carnival Eats to invigorate our
real-people actors, steer the ship,
and help bring out the comedy.
We brought in the host of the TV show Carnival Eats to invigorate our real-people actors, steer the ship,
and help bring out the comedy.
We shot in a busy downtown-Toronto
park to ensure high numbers of
pedestrian traffic.
We shot in a busy downtown-Toronto park to ensure high numbers of pedestrian traffic.
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

The results of this shoot were three
spots that were deliberately hokey,
heartwarmingly clumsy, and
charmingly funny, that went on to
win a Silver at the Strategy Awards
and a Gold at the Marcom Awards. 
The results of this shoot were three spots that were deliberately hokey,
heartwarmingly clumsy, and charmingly funny, that went on to win a Silver at the
Strategy Awards and a Gold at the Marcom Awards.

Award

Silver at the
Strategy Awards

Award

Gold at the
Marcom Awards
C&B Studios Inc. © 2023.
C&B Studios Inc. © 2023.