2017 Winner


Make 150 Count

Grip Limited

GoldCanada 150 Strategy

No Flag Waving. No Red and White Hype. No Shouting. Canada’s 150th is an opportunity for brands to connect with their audience over a common theme, but it can also be overcrowded with loud patriotism and celebratory programs.

Instead of an elaborate marketing campaign or another sponsorship, RBC and Grip Limited looked to young Canadians and put marketing dollars in the hands of those with the desire to creatively and authentically make a difference for communities across the country.

The team decided to commemorate Canada’s 150th by enhancing perceptions of the brand by demonstrating a tangible commitment to Canadian communities, and specifically Canadian youth.

Young Canadians are capable of great things, and RBC wanted to give them the opportunity to prove it. So it gave thousands of young Canadians across the country $150 each, with no strings attached, and challenged them to show the country how they would use it to make an impact in their community — to “Make 150 Count.”

How they used the money was entirely up to them. They were asked to share their stories with the brand and through their own social networks.

People did things like purchase school supplies to help integrate Syrian children into classrooms, bought newborn care packages for teen moms without support, challenged grocery stores to match donations to assist food shelters in remote towns with low food supplies due to devastating storms, as well as thrown a surprise New Year’s Eve party for terminally ill children.

From the smallest acts of kindness, to charitable acts, to the creation of community initiatives, youth across the country have used their $150 to make a lasting impact.

These stories have been brought to life through TV, as well as a targeted and contextually relevant online distribution strategy that was created in partnership with various social platforms, including

The RBC branch and employee network, as well as existing partnerships and sponsorships (including WE Day, World Juniors and local activations), were leveraged to further its reach — all while
keeping participant stories at the core.

The campaign helped enhance the RBC brand by demonstrating its commitment to community, while tracking 440 million impressions (at submission time) — all driven by youth-created stories.

More than 100 stories were posted in national and local media, which generated 26.7 million local and national media impressions, leading to a 92% positive tone in coverage about RBC and the #Make150Count initiative.

The brand has showcased 2,920 young Canadians (and counting) and the impact they’ve had on their friends, circles, causes, neighbourhoods and nation. In total, 55,000 employees interacted with the program making it one of the most successful employee engagement campaigns executed to date at RBC.

Brand: RBC
Agency: Grip Limited
Director, strategy: Georgia Fong
Marketing director: Michelle Stewart, Tim Binkley
Marketing managers: Cassandra Cook, Kelly Cranston
Marketing coordinator: Lauren Beattie
Senior manager, enterprise social media: John Slighte
Media agency: Initiative
CDs: Dave Chiavegato, Colin Craig
CW: Jimmy Wei
AD: Jon Barnes
Designers: Michael McGrath, David Giancroce
Developers: Luis Moniz, Mariusz Dabrowski, Anthony Pilger
Agency producers: Liz Crofton, Tricia Lapidario, Steph Walker-Wells, Jor-Dan Larocque, Annette Heikamp, Kendra Plantt
Studio production: Rob Wigington, Pete Aspros
Editors: Duane Vandermeulen, Ralph Floro, Mark D'Amico
Group account director: Nathalie Leduc
Account director: Dustin Norwood
Account manager: Aaron Gaspar

Have questions? Need help?
Contact Rowan Traynor at 1-416-408-2300 x213 or rtraynor@brunico.com.