Jim Borwick

— PROJECT NAME

CIBC – For What Matters Brand Campaign

— AGENCY

Publicis

— ROLE

Group Creative Head/Copywriter

The rebranding of CIBC under the tagline “For What Matters” meant a shift in how CIBC talked to their customers. “If it matters to you, it matters to us” became a part of the culture at the bank and brought focus to how they delivered banking to Canadians. This campaign resonated and became part of pop culture with several executions being spoofed by Canadian comedy shows.