Damn the 1%.

Most Canadians are heavily in debt. And they really rely on their tax return to get by, it's their biggest cheque of the year. And perversely they can''t afford professional tax help, while wealthy folks are able to hire accountants to manage theirs. To position Turbotax as the tax solution for the anxious and downtrodden we put the brand firmly in their corner in a fully integrated campaign, and said damn the 1%. This helped the brand recognise record business for 2020.