Sands & associates
A creative campaign designed to help people in-need
Campaign Concept
Sands & Associates do one thing well: Making people feel comfortable and supported in financially difficult times. They are licensed insolvency trustees by trade, however, their clientele see them more like superheroes.
Sands’ vision is for every person in BC to experience debt freedom.
Sands engaged Major Tom to ideate a creative campaign designed to help them help more people. My role was to work alongside a creative director to complete this project.
What we did
To fully understand who Sands were and what the brand stood for, we began with a stakeholder workshop. Then, we proceeded to speak to some of Sands’ clientele.
By conducting interviews of Sands’ clients, we were able to full understand the emotional state of their audience. We uncovered the before, during, and after states of how people felt when dealing with overwhelming debt.
We discovered that the biggest obstacle to getting folks through Sands’ door was overcoming the fear of being judged for being in a bad place.
The Result: Some Things are Embarrassing Campaign
The stigma surrounding debt keeps people scared of judgment when they think about making that first call for help. The Some Things are Embarrassing campaign combats stigma by normalizing debt and feelings of shame.
This campaign aligns Sands in their audience’s mind as inherently non-judgemental. It shows they are relatable, understand that debt can be embarrassing to discuss and want to put people at ease. This campaign presents the conversation around debt as normal, relatable, and unintimidating.