ATB Listens: Resonate

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resonate

  • to have particular meaning or importance for someone

  • to affect or appeal to someone in a personal or emotional way

This may look like a slick music video for an up-and-coming artist, but there’s a twist. “Resonate” is part of a new branding campaign from Alberta banking institution ATB Financial. And boy, do I ever enjoy this song written by Ben Spencer and sung by Alex Vissia.

It speaks to me as an Albertan, as a Calgarian, and the common experiences we share in this lovely province. “Resonate” is described as an “Alberta version of Amazing Grace” which I find quite fitting with it’s wistful tones, sweet singing voice and melancholy feelings of home.

The video plays off the song’s themes with engaging and delightful scenes in and around Alberta. Accordingly, my favourite parts are the different types of “waves” that are depicted from the rolling hills of the prairies, to the rhythm of the battle exercise ropes, to the swing of a fisherman’s pole. It covers so many things that I see on my own road trips through the Alberta prairies. Above all, I know others feel the same I do.  Readers have contacted me about this song to share their own love for it and to even ask for the sheet music to recreate Ben Spencer and Alex Vissia’s music themselves.

Check out the video for ATB Listens’ “Resonate” above. If this song doesn’t make you feel proud to be Albertan, I don’t know what will. Now, I’m not endorsing nor do I bank at ATB Financial. However, as a marketing professional, I can appreciate the quality and customer service that they are trying to convey through the music. The ATB Listens campaign is about showing how they are a different bank from the others that listens to their customers. Well, I have to admit, they got my attention. I sure am listening 🙂


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