Canada Life Puts Focus on Life as You Know It in First Ad Campaign in 170 Years

Canada Life has launched their new platform, 'For life as you know it', which celebrates the differences, life moments and individual needs of people all across Canada in a time when we need it most.

It’s Canada Life’s objective to help people navigate the world of investments and insurance, while providing advice from experts. The new campaign hopes to guide Canadians toward a financial plan that fits only them, based on their unique circumstances. This is Canada Life’s first mass media campaign in its 170-year history, which was brought to life with the help of TAXI.

The launch consists of an extensive TV, digital and out of home campaign. The TV commercial and digital video showcases several simple life moments, slowed down to show how many little things make up the bigger picture of who we are and what makes us individual.

With the current realities of the production world, there were many obstacles to overcome to show a range of lifestyles in a single shot. Each scenario had to be filmed separately in a studio. Any actors who appeared together needed to be from the same family and household. And the biggest challenge was to comp the individual pieces to make it feel like everyone was together.

“We’re all used to being put into groups - millennials, working moms...”, said Alexis Bronstorph, co-executive creative director at TAXI. “We wanted to show that, while this is the case, it doesn’t mean we live the same experiences. We all have different lives, needs and goals that need to be recognised and supported. And that’s what Canada Life does.”

Recently, Great-West Life, London Life and Canada Life made the move to one brand, making Canada Life one of the fastest growing companies in Canada and a leading insurance, wealth management and benefits provider.