Building authenticity by handing over the mic to the voices that matter.

Strategy, Creative, Content

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Royal Bank of Canada (RBC) needed help bringing its music sponsorship platform to life in a way that not only connected with music fans, but provided meaningful support to the artist community. Historically, this platform was positioned as a tactical rewards program tied to live music events. But with the world in lockdown due to the pandemic, RBC had to find a new way to support the music industry – one that wasn’t directly tied to live music experiences.
Strategy & Solutions
Partnering with award winning artist H.E.R. alongside seven up-andcoming artists, we built creative that drove awareness of First Up by allowing these artists to tell their stories to inspire a generation to find and share their own voices. We launched this platform during music’s biggest night, putting our artists on the biggest stage they’d ever been on, the Grammy’s. Our message was then shared across 80 pieces of custom content designed to flood the social channels of our core audience.
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