Connecting with new audiences 
Though Meridian is Ontario's largest Credit Union, the fact remains it has relatively low awareness - as compared to Canada's "big 5" charter banks - especially in the GTA it's priority market for growth. Our challenge was to connect with new audiences in Toronto that had never heard of Meridian and give them a reason to change the way they bank. Our approach was to create a new, distinct voice for the brand that spoke to them in a way no other bank could.