Capital One

Clinton Braganza - VP, Brand Mktg.
Jennifer Howard - Director, Brand Mktg.

TAXI *Lead Agency

Martin Charron - Copywriter
Linda Dawe - Copywriter
Stephane Gaulin - Art Director
Sean Saraq - Strategic Planner
Pascale St-Amand - Acct. Manager
Julie Simon - Group Acct. Director
Dominique Trudeau - Executive Creative Director
Emilie Trudeau-Rabinowicz - Broadcast Producer

Starcom MediaVest Group

HEADSPACE MARKETING INC.

In 2011 Capital One started offering credit cards in Canadas French-speaking province of Quebec, where the brand was virtually unknown, and almost everyone already had credit cards. The Coureurs des bois campaign was built on the insight that Capital One had to position its competitors as the `"Old Way", and itself as the `"New Way" to pay in Quebec. The voyageurs (ancestors of modern-day Quebecers) were shown evolving from their traditional barter methods of paying, to their Capital One credit cards. In one short year, awareness in Quebec climbed to levels almost equal to the rest of North America, consideration has exceeded all expectations, and applications are way ahead of plan.