EQ Bank Turns ‘Make Bank’ Into A Customer-Led Movement

EQ Bank has rolled out a new Make Bank campaign that urges Canadians to walk away from “outdated systems” and treat switching banks as a small act of rebellion. The work, from Arrivals + Departures, evolves the platform from a single frustrated voice into a movement spotlighting more than 600,000 customers who have already converted to EQ Bank.

EQ’s original Make Bank launch centred on a single customer’s rant about an outdated, ‘take-first’ banking system, which helped crystallise a platform built on “less take, more make” for frustrated Canadian savers.

The creative leans on proof over promises, positioning EQ as purpose-built for ambitious, forward-looking customers rather than as a quirky digital alternative. A full-funnel media plan stretches across TV and OLV, YouTube, paid social, 3D digital out-of-home, audio and podcasts, all anchored in the same idea of contagious empowerment.

The bank is also extending the Make Bank idea into a new business banking platform for solopreneurs and small businesses, pairing high-interest accounts with no monthly fees and fully digital onboarding. For financial marketers, it is a case study in stretching one strategic platform from retail banking into SME without diluting the core story about value, control and frustration with legacy fees.

Full story: LBB Online