Many Canadians are living in debt and depend on their tax returns to lighten the load. Unfortunately, they’re also the ones who can’t afford professional help, while the 1% benefits from having seasoned accountants in the corner. We wanted to show Canadians that, with TurboTax, they too could get tax help from expert. This new positioning helped the brand get record business for 2020.

Concept/Script: Lynn Sparrow, Arron Isaac