![]() “It can be something tangible, but it can also be something like ‘I made my father proud’ or really emotional.” “We told the client that everyone’s going to have a bit of a different answer, and it’s going to force them to look at their tax season as a way of reflecting and saying ‘This year, I made quite a bit,'” said Churcher. TurboTax spoke with more than 100 customers last summer to find a collection of people whose stories would resonate with Canadians from all backgrounds and locations. The creative approach arose out of Library Collective’s belief that every creative campaign arises out of the right casting upfront-finding real people with personal stories that align with TurboTax’s creative strategy. I wrote this manifesto, pitched it to client, and they literally said yes on the spot.” “There were no fancy mood boards or anything like that. How: “What Did You Make This Year?” arose out of a lengthy brainstorming session last year that saw Library Collective co-founder Jed Churcher jot down multiple ideas. ![]() “This year we’re really leaning into it.” The brand continues to shift away from product-focused marketing and messaging towards marketing which is capable of demonstrating that it hears and understands its customers and their needs, she said. Taxes are just a review of your life, an accounting of what you’ve done that year.” “We know that people don’t get excited about filing their taxes-what they get excited about is building a wonderful and unique life. Why: The goal is to create marketing that’s simultaneously emotional and emotive, said Mancini. We want to remind our employees every day why we get up.” “It’s beautifully shot, stunning work and it represents our real customers. “We’re using it everywhere we can,” said Stefania Mancini, head of marketing, Canadian consumer brands at Intuit. In addition to the videos, some of the still photography captured during a cross-Canada shoot late last year is being turned into out-of-home ads. When & Where: The campaign is in market now, running as pre-roll and social, and on TurboTax’s owned and operated channels. It is Library Collective’s first work with the tax preparation service. What:“What Did You Make This Year?” a new Canadian content series timed for tax season that turns one of the key questions on every tax return into the starting point for a creative platform. ![]() Who: Intuit TurboTax Canada, with Library Collective for strategy and creative Grayson Music for sound Zenith Media for media. ![]()
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