Interac Association

Andrea Danovitch, Director, Marketing and Brand
Leslie Vera, Manager, Marketing and Brand
Lauren McKay, Marketing Coordinator

Zulu Alpha Kilo *Lead Agency

Zak Mroueh, Creative Director
Ron Smrczek, Creative Director
Rob Feightner, Account Lead
Shari Walczak, Strategic Planner
Ebrahim El Kalza, Strategic Planner
Mike Sutton, President

Interac operates Canadas electronic payment network, the backbone for all Canadian bank debit cards. Interac was losing transactions to consumers increased reliance on credit cards for day-to-day transactions. Interac needed to encourage Canadians to choose debit more often, by reinforcing its benefits. So in 2014, Interac launched a rallying cry calling for Canadians to be financially responsible by using the money they have instead of the money theyd owe. The Be in the Black campaign drove 5.2% transaction volume growth from March 2014 August 2015, an increase of 24% over same period, year prior.