A most modest miracle

CIBC and Fuse helped to show the impact of Miracle Day with a really (really) big thank you card.

What’s the best way to say “thank you” to as many people as possible? What could be better and more sincere than a thank you card?

Well… you could always do a really really big thank you card.

That’s exactly what Toronto-based creative shop Fuse helped CIBC execute to celebrate its 35th annual CIBC Miracle Day. The bank’s fundraiser helps to raise money for children’s charities across Canada and beyond. CIBC Capital Markets and CIBC Wood Gundy Investment Advisors in Canada, the U.S., London and Hong Kong donate their fees and commissions on the first Wednesday of every December to these charities.

Over the years, the teams at CIBC have received countless “thank you” notes and cards from the people the initiative has helped. This year, Fuse collected the notes and cards from charities across Canada – such as a child thanking donors for his new power chair, or a young girl thankful for her new service dog – and displayed them in a 10-foot card outside the CIBC King and Bay corporate tower. In front of the card is a plaque in the shape of the puzzle piece, symbolizing the integral part that CIBC’s customers play.

If you’re in the Toronto area and feel like getting a little misty-eyed yourself, the card is on display until Dec. 18. The campaign will also be amplified through CIBC’s internal channels and banking centres, digital and social channels.

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Credits

Advertiser: CIBC
Agency: Fuse

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