EQ Bank agreed that it was essential to connect with Quebec based on a discovered fact, namely that 71% of Quebecers aged 18-35 still use the same bank account opened by their parents when they were in primary school.
We teamed up with the mother-daughter duo Diane Lavallée and Laurence Leboeuf in addition to playing on a joke well anchored in the collective imagination to demonstrate the sincerity of the bank in its desire to forge authentic and lasting ties with the Quebec community.
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