Questrade has partnered with creative agency No Fixed Address to launch its bold “Get Yours” campaign, urging Canadians to break free from a financial system that limits their aspirations.
The campaign’s new TV spot shines a light on the compromises many Canadians make due to fees levied by traditional financial institutions, aiming to inspire a shift toward financial independence.
The ad, directed by Kevin Bray, who’s known for HBO's "Succession", highlights the harsh realities of Canada’s financial landscape.
Several studies have revealed that 64% of Canadians are worried about falling behind financially, while 50% of Canadians under 55 struggle to save money.
Caleb Rubin, CMO at Questrade, calls the scenario facing the country unacceptable.
“At its core, “Get Yours” connects with Canadians by acknowledging their struggles and providing a path for them to achieve financial security and success.”
Alexis Bronstorph, chief creative officer at No Fixed Address, says the campaign takes a bolder stance by directly calling out a financial system designed to prioritize its interests over those of Canadians.
In an exclusive statement to DesignRush, she adds:
"By highlighting the huge financial impact of high-fee mutual funds at traditional institutions, the creative concept drives awareness and consideration of a smarter, more cost-effective way to grow wealth."
"It’s a continuation of our strategy to awaken Canadians to the hidden costs of the traditional financial system and offer them a better alternative with Questrade."
The integrated campaign launched on January 1, 2025 across TV, Digital, Social, and OOH, including a bold takeover of Toronto’s Yonge & Bloor subway station.
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Go 'Get Yours'
Questrade’s “Get Yours” ad opens with a narration urging viewers to “dream smaller,” presenting a discouraging narrative of a life with few vacations, renting instead of owning a home, working endlessly, and investing with a high-fee, low-return firm.
A woman enters an investment firm, where she’s offered poor investment choices designed to profit the company.
On screen, a message flashes: “Sick of dreaming smaller?”
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The woman walks out, takes out her phone, and opens Questrade’s mobile app. The screen displays: “It’s time to get what you deserve.”
The ad concludes with a call to action: “Get Yours,” followed by the Questrade logo.
Meanwhile, investment company Wealthsimple also launched a new campaign, "Sluggish," to inspire audiences to pursue their financial goals, no matter the pace.
