BDO Debt Solutions, a sub-brand of BDO, needed a new campaign to align with their refreshed brand positioning: “Championing you to financial renewal.” Their advertising had historically centered on a single family or couple, but the mandate this time was different: create a campaign that was inclusive, diverse, and relatable to a broad spectrum of Canadians.
The target audience ranged from Millennials and Gen X to Baby Boomers, across both rural and urban low-income communities. For many, debt carries shame and anxiety, and the decision to seek support often comes only when there seems to be no other option. Since most people don’t do extensive research before choosing a Licensed Insolvency Trustee, BDO needed to show up first, with creative that reflected the before/after journey from financial stress to relief and renewal.
Corbin Visual acted as both production company and execution partner, tasked with bringing BDO’s new vision to life across TV, digital, print, social, and out-of-home formats.
• Shifted from a single storyline to multiple vignettes, showing Canadians from different walks of life - Millennials, Gen X, Boomers, rural and urban families - so more people could feel seen.
• Developed “before and after” narrative arcs: ashamed → optimistic, burdened → relieved, anxious → hopeful.
• Partnered with a director in Thunder Bay to maximize production value on a realistic budget, leveraging diverse local settings (farm, grocery store, restaurant) to ground the stories in authenticity.
• Led a two-day shoot to capture a hero :30 and :60 spot, along with multiple :15s and :06 cutdowns.
• Provided post-production end-to-end: offline/online editing, sound design, colour correction, and formatting.
• Managed all trafficking and delivery to broadcast, digital, and OOH channels.
• Worked in tight lockstep with BDO’s marketing team, blending executional strategy with production expertise.
• Streamlined decision-making by focusing only on what mattered on-screen, avoiding unnecessary bureaucracy.
• Helped adapt creative ambitions to budget realities, ensuring the final product stayed impactful while achievable.
• Delivered a full suite of broadcast, digital, and social assets that reflected BDO’s refreshed, inclusive brand identity.
• BDO reported significant lifts in brand recall, new business inquiries, and overall confidence in the campaign.
• Successfully repositioned BDO Debt Solutions as a trusted, empathetic partner for Canadians facing financial hardship.
• Proved the value of working with a nimble partner who could combine agency-style guidance with efficient production execution.
The campaign not only refreshed the brand visually but also gave Canadians struggling with debt the reassurance that they were seen, understood, and supported on the path to renewal.
