It is common knowledge that debt can be a problem. And with the busiest retail period of the year upon us, Interac Association is once again taking direct aim at costly credit card fees and debt in an effort to get consumers to think twice about the way they pay for holiday purchases.
Zulu Alpha Kilo developed d the “Merry January” campaign a fully integrated TV, online film, outdoor and digital campaign that reminds Canadians there’s a stress free way to pay this holiday season by encouraging them to use Interac Debit instead of credit.
“Using your credit card over the holidays can cast a huge shadow on the months that follow.” says Zak Mroueh, Chief Creative Officer at Zulu Alpha Kilo. “People can avoid that shocking credit card bill in January by paying with Interac Debit. That way all Canadians can have a Merry January.”
At the centre of the campaign is a richly cinematic film that features a last minute holiday shopper whose imagination runs wild in a toy store. At the exact moment the woman reaches for her credit card, the inanimate toys in the store come to life and remind her of the perils of credit card debt. To the tune of Tchaikovsky’s ‘Dance of the Sugar Plum Fairy’, the toys sign “Debt, debt, debt, debt, debt.” Once back to reality, she wisely decides to use her own money instead, and pays with Interac Debit.
Online videos were also created, where a festive, Griswold-like family put a twist on two traditional carols to reinforce our Interac holiday message: “Don’t debt the halls with credit follies’ and ‘We wish you a Merry January”. The campaign also includes out-of-home, print and digital executions with the headlines: “Debt is a real nutcracker”; “You’re a foul one, Mr. Debt”; “Credit Card Fees? Humbug”; and “Sleigh interest fees”.
Creative Credits:
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
ECD: Ron Smrczek
ACD/Art Director: Noel Fenn (Video & Outdoor)
ACD/Writer: Andrew Caie (Video & Outdoor)
Art Directors: Shawn James (Video), Allan Mah (Outdoor)
Writers: Sean Atkinson (Video), Ron MacDonald (Outdoor)
Designer: Sherry Dubeau
Broadcast Producer: Tara Handley
Print Producer: Kate Spencer
Account Team: Rob Feightner, Laura Robinson, Adrian Goodgoll, Maegan Thomas
Strategic Planner: Emma Brooks, Ebrahim El Kalza
Client (Company): Interac Association
Clients: Andrea Danovitch / Leslie Vera / Lauren McKay
Production House: Adhoc
Director: Peter Martin
Production House Producer: Michel Korchinski
Director of Photography: Chris Mably
Casting Director: Shasta Lutz/Jigsaw Casting
Video Post Facility / Editing Company: School Editing/Zulu Editing (Toy Store/Carols)
Editor: Jon Devries/Michael Headford
Compositor / Online: James Andrews/Smith
Colourist/Transfer: Alter Ego/Pixel Underground
Audio Post Facility/Music House: Eggplant
Audio Director: Roc Gagliese
Producer: Nicola Treadgold
Engineer: Nathan Handy
Media Agency: Media Experts
Media Agency Planner: Jenna Bendavid / Daniel Mak