Canada Revenue Agency
Challenge
To coincide with tax season, Canada Revenue Agency (CRA) once again asked Feast to launch a national campaign promoting the benefits and credits available to Canadians who do their taxes. Given a difficult economic year for many, the goal was to gently address the cost of living with creative that reframed tax season as a moment of relief by reminding Canadians that the benefits and credits available to them can help restore a sense of balance.
Solution
For many, financial stress makes life feel off-balance, so we rooted the campaign in empathy and created a striking visual metaphor to bring this feeling to life. Each scene suggests a world slightly out of balance, and the simple addition of benefits and credits helps to bring balance back to the scene. At its core, the message is straightforward: when Canadians do their taxes and get the benefits and credits they qualify for, they move one step closer to financial stability, and a life that feels more balanced.
Results
“More Balanced” ran video ads across television and digital, along with radio and social media ads.
