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RBC is launching its largest-ever creative platform, 'Your Ideas Happen Here,' during the Canadian broadcast of Super Bowl LIX.

RBC has always been focused on ideas, and its existing platform 'Ideas Happen Here' has been in place for years. However, this new campaign shifts the focus squarely to consumer empowerment: making it personal, highlighting and embracing the uniqueness of all of our ideas, while delivering a truly cohesive brand message.

“At RBC, we’ve always believed that ideas have the power to shape lives, businesses, and communities. With ‘Your Ideas Happen Here,’ Battery helped us take that belief one step further - making it personal, tangible, and real for our customers,” said Sonia Whiteson, SVP, chief marketing officer, Personal Banking at RBC. “Launching this campaign on the Super Bowl stage underscores our commitment to bold storytelling and meeting our customers where they are. It’s not just about RBC - it’s about the millions of ideas that start with the people we serve every day.”

The campaign, crafted by creative agency Battery, aims to communicate to Canadians that RBC truly understands where consumers are in their financial journey by offering solutions that empower them to bring their ideas to life. The campaign kicks off with three high-impact 30-second Super Bowl spots - 'You are Your Ideas,' 'Ideas Become Action,' and 'Action Becomes You'.

“For years, ‘Ideas Happen Here’ has been RBC’s brand platform, built to bring a more human touch to the Financial Services category. But it is time to build on it so that it feels more personal and relevant to Canadians today,” said Georgia Balinsky, senior director, brand strategy at RBC. “‘Your Ideas Happen Here’ is a deeply personal and motivating creative platform that is about the underlying humanity in our own ideas that drive us as people and shape our reality every single day. And as a bank, it’s these ideas that drive our every interaction with our customers to be more authentic, more meaningful, and ultimately, more human. At RBC we want to be in the business of your ideas; for yourself, your children, your loved ones, your friends, your business, and your communities

Each spot is inspirational and fast-paced, highlighting architects, travellers, runners, parents, and more as they make their great ideas a reality, with the help of RBC. The customer is central to each spot, with motivational voiceovers throughout such as “You’re a complete original,” and “Great ideas flow from who you are.” 

Following the game, the 360-degree campaign expands across digital, social, out-of-home, in-branch experiences, CTV, and even the RBC Plaza headquarters. Additional spots that focus on RBC product lines will launch throughout the year. 

“We’ve had the privilege of working with RBC for over eight years, and this campaign is a culmination of everything we’ve built together,” said Phil Khosid, co-founder and chief creative officer at Battery. “From day one our goal has been to help RBC tell stories that resonate on a human level. ‘Your Ideas Happen Here’ takes that to new heights, making the brand more personable, more relatable, and more inspiring than ever. And there’s no better stage than the Super Bowl to bring that message to the world.”