In this episode of Canadians Create we sit down with Josh Budd, Chief Creative Officer at Citizen Relations, to unpack one of the most unconventional campaigns in financial services marketing: 'Undone' for Intuit TurboTax Canada.
The client’s challenge was clear—Gen Z doesn’t care about taxes. They find the subject intimidating, boring, and avoidant. Traditional tactics wouldn’t cut through, and TurboTax needed to connect with a cohort that resists brand messaging altogether.
Citizen Relations’ solution? A nine-minute horror short film.
'Undone' follows a young Etsy entrepreneur haunted by tax anxiety, using familiar horror tropes—monsters, shadows, ticking clocks—to dramatize the fears Gen Z feels about filing taxes. The bold, cinematic approach leveraged YouTube, Cineplex trailers, film festivals, and earned media placements to reach audiences where they already engage.
The impact was undeniable: 21+ million impressions, 1.7 million full film views, and 43 media hits drove awareness. Most importantly, TurboTax Canada saw 20% year-over-year revenue growth and a 69% increase in self-employed filings, with more Gen Z Canadians filing than ever before.
This case proves Canadian agencies excel at doing more with less—crafting authentic, witty, resourceful work that resonates deeply and delivers real results.
