2026 Winner

CASE SUMMARY

Every year, over half a million newcomers arrive in Canada seeking stability, opportunity, and connection. Yet one of the first barriers they encounter is financial exclusion: their credit histories from home are not recognized in Canada. This makes it nearly impossible to get approved for credit cards, mobile plans, or even housing, which are basic needs for building a new life.

Rogers recognized both a cultural and commercial opportunity. As one of Canada's largest telecommunications providers, it was uniquely positioned to make inclusion tangible. But solving it would mean more than advertising. It required changing the system itself.

Research showed that most newcomers already have strong credit histories abroad, but traditional banks overlook this data. The core insight reframed the problem: these individuals did not lack creditworthiness; they lacked recognition.

Rogers Bank partnered with Nova Credit, a cross-border credit bureau, to allow international credit histories to be imported and verified in Canada. At launch, Rogers recognized credit history from nine countries, including India, the Philippines, Spain, and Ukraine with plans to expand to additional countries. The resulting innovation was more than a new product feature. It was a new form of customer acquisition rooted in inclusion.

The creative concept turned a credit card into a symbol of belonging. The Rogers Red Mastercard became a bridge to essential services, with the message: "Your story counts here, too." It was a simple, powerful invitation to newcomers that made them feel seen, respected, and welcome.

The program launched with backend integration between Rogers Bank and Nova Credit, supported by employee training across stores and customer service centres to ensure empathetic, culturally sensitive support.

A national multilingual campaign reached audiences through radio, social, digital, and community newspapers. Messaging was tailored to newcomer-heavy markets, featuring real stories of people using their international credit to start anew. Partnerships with settlement agencies and community organizations amplified reach and credibility.

Every aspect of the campaign, from user experience design to frontline service, was optimized for accessibility, trust, and ease. Digital applications were mobile-first, and the onboarding experience was translated into multiple languages to reduce friction.

The campaign blurred the lines between fintech, telecom, and social innovation, proving that commercial growth and cultural impact can coexist.

The initiative exceeded every objective. Credit card applications from newcomers increased 330 per cent quarter over quarter, while approval rates rose 207 per cent, validating the new credit model. Rogers Bank was named Canada's Top No-Fee Cashback Credit Card (Rewards Canada, 2024), reinforcing its relevance in a competitive category.

Brand perception improved significantly among immigrant audiences, building trust and long-term loyalty. Thousands of newcomers gained access to essential services and began building credit immediately, turning what was once a point of exclusion into a welcoming first step toward life in Canada.

By transforming a bureaucratic barrier into a breakthrough customer experience, Rogers did not just advertise inclusion. It engineered it.

A commercial solution became a cultural statement, showing that Canada's newest citizens were no longer outsiders to the system but recognized participants in it.

Credits

Vinicius Dalvi, Chief Creative Officer
Victor Yves, Head of Art
Ian Simpson, Group Creative Director
Catherine Allen, Group Creative Director
Tim Hopkins, VP, Strategy
Serene Gaspar, EVP, Managing Director
Bobby Malhotra, EVP, Managing Director,
Mary Chambers, Chief Strategy Officer
Ngaio Potts, SVP, Brand Director
Plinio Campos, Group Account Director
Rachel Dickey, Account Director
Nathen Ping, Associate Creative Director
Hailey Ireland, Copywriter
Greg Roumanis, Associate Creative Director
Emily Nixon, Associate Creative Director
Janice Bisson, Senior Producer
Helder Defreitas, Creative Director
Jon Webber, Creative Director
Terry Theofilactidis, VP Commercial Content & EP Publicis Studios
Alex Chan, Photographer
Jason Rooney, Senior Graphic Artist
Shahid Qureshi, QA Manager
Calvin Young, Senior Proofreader
Kirit Patel, Manager, Proofreading/QA
Catherine Mazerolle, Manager, Image Editor
Maria Goss, Print Production Manager
Angeli Pineda, Editor
Ibnul Sarker, Junior Colourist
Adam Kemp, Colourist
Lívia Aprá, Motion Graphics
LePub Montreal, Audio
Rebecca Burtnik, Post Producer