PC Financial has launched a new multi-platform campaign targeting female household leaders that aims to showcase the ways the financial services company can help people spend less time banking and more time on life’s other moments.

With media from ZenithOptimedia and LCL Media and creative from Sid Lee, the multi-platform campaign revolves around the financial company’s new tagline of “Just Good Banking.”

“When we dug into research about PC Financial’s target consumers we found that when it comes to a bank people are looking for a financial brand that delivers the best results for the least amount of effort,” Dustin Rideout, head of strategy at Sid Lee, tells MiC. “We found a very clear role for the brand, which is to act like a purifier, removing all the unwanted stuff and leaving only good banking behind.”

Tom Koukodimos, creative director at Sid Lee, calls creative in the new spots, which are running through a national TV buy as well as through print ads in magazines like Today’s Parent and Chatelaine, something that makes people smile, but not laugh out loud.

“The spots are about celebrating families and the time they have to enjoy together,” he says. “When you think about thriving together it isn’t really about luxury vacations. The good life is just simple things and everyday moments and we wanted to showcase what those are. No one has ever said they would rather be banking, so let’s talk about the things people would rather be doing.”

The campaign will continue into 2014, with new 30-second spots rolling out in the new year.

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