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Deciding to move is a big deal. Deciding to move to a new country is a very big deal. Between complicated work visas and finding housing to finding a new bank, transferring money from abroad, and building credit – you’re leaving your friends, family, and maybe even some of your favourite foods behind. And while building a new life in a new place is fun and exciting, it can also be equal parts scary and nerve-wracking, taking a decent amount of time to truly feel at home. 

So, when do newcomers finally feel at home in Canada? 

In Scotiabank’s new spot, titled “Perfect Morning”, it wasn’t when newcomers from India, Harish and Isha “hung the picture of Dada Ji’s old team,” or “discovered samosas as good as back home,” but, “it was when we finally found friends to watch 5 AM cricket.”

“Home is where the heart is, and we want to help new Canadians feel at home as soon as possible,” said John Rocco, vice-president of global brand management at Scotiabank. “While any bank can financially support newcomers, Scotiabank is determined to empathetically support them by evolving past your standard banks and banking, and truly championing life and living.”

John added, “Helping newcomers set up their finances right off the bat means that they can focus on the things to make home, home: like settling in, exploring their new neighbourhood, and creating their community – sooner rather than later.”  

Between 2023-2025, Canada is poised to welcome 1.5 million newcomers from 2023–2025. This represents a significant growth opportunity for Scotiabank and financial institutions to acquire recently arrived newcomers or encourage them to switch banks.  

The spot speaks to millions of new Canadians who are permanent residents, foreign workers and/or international students, who may need help starting their finances on the right foot in a new country. Scotiabank’s StartRight™ program is a package of cost-free products and services for one year that help new Canadians settle in their new home. 

“This is our third year highlighting the stories of new Canadians,” said Michelle Spivak, group creative director at Rethink. “The story we’re telling this year stems from a truth that immigrants from any country can relate to: that settling in is less about where you are or the things that you have, but about when you finally find friends to experience it all with.”

Borrowing from the Bank’s master brand spot launched in January, “Perfect Morning” employs a similar zoom technique, but works to keep the setting authentic and realistic. On sound, Michelle noted, “We wanted the music to be authentic to what was happening in the spot, our music partners Eggplant brought in some local South Asian rappers and singers and built a track reminiscent of a global sports soundtrack.” 

In fact, the creative team ensured that the spot was as authentic as possible, by finding actors who were immigrants themselves and using their voices to narrate. The lead actor brought his own cricket bat from home as well. The shoot location was truly a building that is home to the target: new Canadians. 

The heartwarming spot ladders back up to the Bank’s master brand, You’re Richer Than You Think by championing the richness of friendships that new Canadians build around them. 

“Since the beginning of the year, we’ve launched new work that taps into the humanity of our Clients,” said Laura Curtis Ferrera, global chief marketing officer, Scotiabank. “From our new master brand spot and Intrusive Thoughts to Money Styles and Perfect Morning – across the board, we want Canadians to know, and feel, that: You’re Richer Than You Think.”

The Bank’s AORs led the campaign, with Rethink on creative and PHD for media. 

In addition to the hero :30s that will run online and be shown in select cinemas and specialty TV, there are :15s cutdowns running across digital in English, French and Hinglish (a hybrid of Hindi and English). The campaign is also supported with :10s cutdowns and animated OLVs in EN/FR, along with digital, social, print and DOOH/OOH creative.