“The Canadian economy has been stunted by a 20-year productivity decline…”
“Young Canadians are facing challenges as they transition between education and work due to a lack of preparedness and a lack of access to support and resources. But what’s interesting is that our research shows that these young kids are optimistic and excited about their next venture in life, they just need additional help and skills to thrive. We feel this campaign will demonstrate loudly and clearly that we see them, we understand them and we want to help them to succeed.”
VP, Brand Marketing at RBC
Over the next ten years, RBC Future Launch will invest in areas that empower young Canadians and prepare them for a drastically changing workforce. The initiative is focusing on three critical gaps: Helping youth get work experience; helping youth grow their network; and helping youth gain new skills.
The centerpiece of the campaign is a powerful film that physically shows how powerful the youth of today are. Battery worked with MJZ director Rocky Morton, one of the most awarded and in-demand directors in global advertising, to bring the story to life, while tapping Canadian-based Alter Ego to handle the impressive visual effects. The film follows three young “heroes” as they take the viewer through different scenes – a forest, a music studio and a cityscape – and demonstrate the power of their potential through exploding trees, piano keys and city lights shattering in their wake.