Transfers Without Twists
Hidden fees, delayed receipts, inflexible delivery options - the annoying parts of sending money abroad are only revealed once you’re about to hit send. But Remitly is transparent about fees, timing, and ways to send money internationally up front, so we took a genre known for it’s relentless plot twists to assure Canadians there actually were no plot twists - the soap opera.
Taking inspiration from cliche soap plotlines around the world - from Filipino teleseryes to Hindi serials to Quebecois téléromans - we used this globally recognizable format to create a campaign across TV, radio and OOH where revelatory twists seem imminent, only to anticlimactically reveal that the only thing scandalous happening is a seamless international money transfer.
Agency: Mint
Role: Writer | Associate Creative Director
Year: 2026