Conexus Credit Union

Debt can be a difficult subject. It's often something that's swept under the carpet, or forgotten about completely. Conexus wanted to encourage existing members and non-members to open up and talk about their debt. The trick was to make people stop and think, in a bold way.

We used strong, attention-grabbing headlines and a copy-only approach to reach out to people across Saskatchewan. A billboard campaign was supplemented with social media, online banners and radio.

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Copy: Charlotte Gibling, design/art direction: Gillian Meyer, creative director: Laila Haus.

This work was created at Phoenix Group advertising agency.