
Canada Revenue Agency
Challenge
Many Canadians, particularly those in lower tax brackets, see little incentive to file their taxes. Believing they’ve already paid through their paychecks, they delay filing—or skip it altogether—unaware of the benefits and credits they’re leaving on the table. This widespread misconception results in countless Canadians missing out on additional funds that could make a meaningful difference in their lives. Our challenge was to change this mindset and motivate more people to file their taxes by showing them that, like other things in life, pushing through and doing your taxes comes with benefits.
Solution
To connect with Canadians on a deeper emotional level, we introduced “Silver Linings.” The campaign playfully highlighted how, like exercising or cooking, doing your taxes may require effort but delivers meaningful benefits (and credits) that make life better.
Launched during tax season, the campaign centred around a 30-second video showcasing three relatable stories, with 15- and 6-second cutdowns, along with static and motion executions. The ads aired across broadcast TV, Connected TV, radio, print, SEM, social media, digital banners, and out-of-home placements. Strategic media partnerships with outlets like Corus, Québecor, and Indigenous radio stations amplified the message through TV segments, articles, and banners.
Results
“Silver Linings” generated over 100 million impressions, delivering our messages with impactful frequency to our target audiences. The campaign boosted awareness of the benefits and credits available to Canadians, with one in two reporting that they now understand they may qualify for money back through a benefit or credit after filing taxes.