Who: Desjardins, with Bleublancrouge, Radke, Rooster Editing, Fort York, Vapor Music, with media from BBR’s sister companies (and fellow members of the Humanise collective) Glassroom and U92 for digital.

What: A new national brand campaign, informally dubbed “Your Selfie Life.”

When & Where: The campaign broke Sept. 28 and is running across Canada using TV, radio, out-of-home and digital.

Why: It’s about informing Canadians why Desjardins makes sense for their home, auto and life insurance, particularly as those decisions have become more complex. According to Desjardins research, more than half of Canadians (53%) feel it’s more difficult to make financial decisions now than it was 20 years ago.

How: The 30-second anchor spot is built around a series of nearly 100 selfies that document a young woman’s life over a 15-year span, showing all of the “strange, happy, imperfect, unbelievable things” that make up a life: from dating, to moving into her first apartment, travelling, buying a home, having a first child, opening a business and publishing a book.

The ad was shot over three days with all the different backgrounds—from nightclubs to mountaintops to the Eiffel Tower—projected onto a state-of-the-art LED wall, complemented by some actual sets. “I couldn’t believe how convincingly we made our hero look like she was actually there, from scuba diving in the Red Sea to holding her newborn baby in the delivery room,” said Bleublancrouge executive creative director Julie Markle.

And we quote: “Our agents work hard to support our clients and their communities. They offer expert advice on how people can protect themselves, their assets and their future, throughout all sorts of life events. This campaign illustrates that well.” — Björn Bruschke, vice-president of marketing and client communications, Desjardins General Insurance Group.