Life is complicated enough, Tangerine wants to uncomplicate things with simple banking options.

That’s the message in a new campaign (developed by Rethink, with media by PHD) that includes a DOOH activation in one of Canada’s most complicated intersections – Yonge and Dundas Square in Toronto.

“Whether it’s helping Canadians navigate inflation or congested city traffic. Whatever we do, our goal is to help you keep moving forward,” wrote Gillian Riley, president and COO of Tangerine in a LinkedIn post last week, which featured images of Riley in front of the bright orange DOOH billboards, sporting one of Bike Share Toronto’s Tangerine-branded rides.

The Dundas Square activation is one of many in various locations across the city. Matt Bennett, head of growth and performance marketing at Tangerine, tells MiC that the goal of the campaign was to “reach people during daily habits… [by] striking a balance between the right environment/formats with contextual messaging that resonates.”

The digital takeover at Yonge-Dundas took place between September 18 and 24, but Bennett says there are more large format OOH placements planned in major markets throughout the next few months. More specifically, he says, media support spans across OOH, radio, online audio, connected TV, online and social video. 

Overall, the fall campaign will run from mid-September through to the end of November and “it picks up where Tangerine’s previous ‘Jumping Through Hoops’ brand spot left off, continuing to reimagine the notion of ‘Forward Banking for Canadians,'” adds Bennett. “Historically, we’ve seen great results with [that] approach.”