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RBC Future Launch: Dear Future

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Royal Bank of Canada (RBC) is launching a powerful new ad campaign to promote RBC Future Launch, the financial institution’s 10-year, $500-million commitment to help empower the youth of today for the jobs of tomorrow.

RBC enlisted ad agency Battery to help create a visually emotive TV spot celebrating the power and potential of Canada’s youth. The campaign targets both youth and mass audiences through the channels of conventional and specialty broadcast, digital and social.

The spot, "Dear Future," physically demonstrates the power inherent to today’s youth. Battery worked with MJZ director Rocky Morton, one of the most awarded and in-demand directors in global advertising, to bring the story to life, while also partnering with Canadian-based Alter Ego to handle the impressive visual effects. The short film follows three young “heroes” as they take the viewer through three different scenes – a forest, a music studio and a cityscape – each of which demonstrates the power of their potential through different energetic moments - exploding trees, piano keys and city lights shattering in their wake. The voiceover begins: “Dear Future, I am full of potential. I am opportunity waiting to be unleashed. I am power waiting to be ignited.” The spot ends by directing viewers to to learn more.

“This was an amazing opportunity to work with an iconic brand like RBC,” said Philip Khosid, Co-Founder & CCO of Battery. “RBC Future Launch is the largest commitment to Youth in RBC’s history, so we needed to create an equally powerful and significant campaign that celebrates their inherent optimism and potential.”

Over the next ten years, RBC Future Launch will invest in key areas that will help empower young Canadians and prepare them for the future world of work. The initiative is focusing on increasing access to: practical work experience; networking solutions; skills development opportunities and mental well-being supports and services.

“Young Canadians are facing considerable challenges in the school-to-work transition as they consider their future,” said Mary DePaoli, Executive Vice President and Chief Marketing Officer, RBC. “But research shows that they are optimistic and excited about their next venture in life. We feel this campaign will demonstrate loudly and clearly that we recognize their potential, we understand their needs and we want to help them better prepare for the new world of work.”
Credits Other credits


EVP & Chief Marketing Officer: Mary DePaoli

Vice President, Brand Marketing: Matt McGlynn

Director, Brand Marketing: Sonia Whiteson

Senior Manager, Brand Marketing: Maya Russell

Manager, Brand Marketing: Julia Basso


Partner/Head of Brand Management: Mike Parseghian

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