Challenge

Planning a surprise reunion is all about the details, and RBC Rewards’ Homecoming campaign was no small task. In search of a Canadian expat with close family connections eagerly waiting to be rekindled, we relied on word of mouth and arms length connections to ensure the big surprise stayed big. From arranging a staged sit down session at the director’s studio where the star of our campaign unknowingly spoke about his enduring love for family, to managing constant communication with family members, dealing with missing paperwork, passport issues, flights from one continent to the next and compensation negotiations, this campaign was steeped in excitement and unpredictability, with everyone on the edge of their seat until the final emotional homecoming.

Challenge

Planning a surprise reunion is all about the details, and RBC Rewards’ Homecoming campaign was no small task. In search of a Canadian expat with close family connections eagerly waiting to be rekindled, we relied on word of mouth and arms length connections to ensure the big surprise stayed big. From arranging a staged sit down session at the director’s studio where the star of our campaign unknowingly spoke about his enduring love for

Challenge

family, to managing constant communication with family members, dealing with missing paperwork, passport issues, flights from one continent to the next and compensation negotiations, this campaign was steeped in excitement and unpredictability, with everyone on the edge of their seat until the final emotional homecoming.

Role

A great online spot where women were flown to Toronto for what they thought was a luxurious spa experience, when in fact they were simply indulging in the experience of Dove’s basic soap.