Allen Forbes

Many companies talk about values, but few show what they actually look like in practice. Vancity wanted to highlight its purpose-driven culture in a way that was relatable, authentic, and human—especially to attract and retain people who care about impact.

Solution

We drew inspiration from Day One, the celebrated Prudential campaign by Droga5. That work proved human stories can speak louder than any tagline. Following that spirit, we developed a content series that surfaced honest, unscripted stories from Vancity employees—each showing how purpose drives their work in ways that feel real and relatable.

Campaign

A six-part employee story series designed for recruitment, onboarding, and internal engagement. The films were produced in a documentary style with unscripted moments and real locations, reinforcing trust and authenticity. Rolled out across internal channels, social platforms, and HR communications.

Impact

• Increased internal engagement and culture alignment

• Used in recruitment campaigns across social, digital, and talent platforms

• Helped reinforce Vancity’s positioning as a purpose-driven employer

Associate Creative Direction/Copywriting: Allen Forbes, Art Direction: Graeme Jack, Creative Direction: Liam Greenlaw