Vancity exhibits model behaviour in new campaign

Who: Vancity and Taxi, with Boldly for production. Directed by Sophie Jarvis.

What: “The Street,” a new TV spot celebrating small business.

When & Where: “The Street” debuted late last month and anchors a six-week campaign that includes social, digital and radio.

Why: The brief was for a campaign that celebrates local businesses and showcases how Vancity is supporting its small business clients during the pandemic.

How:  The concept of the spot is pretty simple: stores opening their doors and welcoming customers back as the economy starts to re-open.

However, with filming restrictions still in place, Taxi and its production partners had to be creative. The result is a 12-foot long, 14-inch high recreation of a city street, complete with representations of eight actual Vancity member businesses.

Vancity is a new client for Taxi, awarded after a review in March, meaning the entire client/agency relationship so far has been mostly a virtual one.

“The campaign has an optimism that people are craving right now,” said James Sadler, Taxi Vancouver executive creative director. “We’ve been floored by the pace of Vancity’s decision-making and the way they’re standing up for their members and the community; that’s the kind of message we’re proud to be getting out there.”

And we quote: “Our small businesses have been hit hard by the pandemic and we’re constantly coming up with ways to help them stay open. Those businesses are at the heart of our communities, they’re so important. I feel Taxi Vancouver really captured that in this delightful campaign.” —Kelly McNeill-Sproxton, vice-president of marketing, Vancity.

Chris Powell