UNI
Uni, c’est nous Campaign
A campaign to rebuild trust by returning to what matters most: the people.
UNI, formerly known as the Caisse populaire acadienne, is a proud, member-owned financial cooperative rooted in New Brunswick. Built on a foundation of integrity, inclusion, and deep community connection, UNI reached a pivotal moment after receiving challenging public feedback.
It was clear that the brand needed more than a refresh; it needed to reclaim its voice, restore trust, and reconnect with its members in a meaningful way. That’s when UNI approached us with a powerful mission: create a campaign that was bold, honest, human, and impossible to ignore. A campaign that would reflect not just who UNI is, but who it’s always been.
THE ASK
Reconnect with members. Rebuild credibility. Celebrate cooperative pride.
Our role was clear: Help UNI re-establish trust and emotional connection with its members across the province. First, by spotlighting empathetic, values-driven leadership. Second, by placing real members at the centre of the campaign to foster inclusion, authenticity, and pride.
This campaign had to do more than drive visibility; it needed to create resonance. It needed to feel personal, inclusive, and familiar, bridging the gap between a large financial institution and the people who give it meaning.
THE PROCESS
A two-phase strategy built on authenticity and shared belonging.
We rolled out the campaign in two distinct but connected phases:
Phase 1 introduced a powerful brand video, premiered at a high-profile local business event. It featured key UNI spokespeople and delivered a message of leadership, reassurance, and renewed commitment, anchored in themes of pride, mutual support, and belonging.
Phase 2 brought the campaign to the public under the banner “UNI, c’est nous.” The creative was purposefully simple and emotionally powerful: real member portraits, first names, and the year they joined.
This approach celebrated the history, diversity, and humanity of UNI’s community. To strengthen connection and visibility, we included well-known regional ambassadors to help amplify the message and build trust.
THE IMPACT
A message that resonated with heart, humility, and pride.
The campaign delivered exactly what UNI needed: visibility, emotional connection, and a renewed sense of pride. Members across the province saw themselves reflected in the messaging, and that authenticity sparked something real.
From premium placement to bold out-of-home displays and a strong digital presence, the campaign became a movement. “UNI, c’est nous” helped re-establish UNI’s presence in the public space, not just as a financial institution, but also as a proud cooperative built by and for its people.
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