CIBC - The Extra Bag

Two 23-kilo bags. That’s all newcomers are allowed to bring when they move to Canada. Entire lives condensed into just two pieces of luggage. So with nearly half a million people arriving to Canada each year, CIBC wanted to meet them in a way that truly mattered: by giving them something more. An extra bag.

It began with a symbolic gesture, surprising newcomers with an extra bag filled with the things they had to leave behind. Then when newcomers moved to Canada we actually gave them a voucher for an extra bag when they signed up with CIBC.