Sun Life shows how it helps Canadians get where they want to go

Who: Sun Life, with Publicis Canada (Montreal and Toronto) for creative, Les Enfants for production, LePub for sound, and media by Cossette Media.

What: “Let’s get you there,” a national bilingual campaign positioning the company as a trusted financial partner, while promoting its wide array of products and services. This is the second iteration of the campaign, which debuted last year.

When & Where: The campaign launched on the web with 15- and six-second ads, complemented by banners and placement on social channels. It has since moved to TV.

Why: Less than half of Canadians have created a financial plan, and the campaign is designed to show how Sun Life can help its clients achieve their goals—whether it’s spending on their retirement, a home renovation, or a big vacation.

How: The bright, cheery spots show Canadians achieving their goals, from empty-nesters realizing their retirement plan of hitting the road in an Airstream, to millennials finishing a home remodelling, to a woman taking a solo trip of a lifetime.

All of the various Sun Life products that made their dream possible, from an RRSP, trusted financial advice, and a TFSA, are incorporated into the background, while the voiceover says “You know where you want to go, we have the [insert product here] to get you there, followed by the “Let’s get you there,” tagline.

And we quote: “The 15-second commercials build from the optimism of last year’s campaign, exuding energy and confidence.” — Bryn Gallagher, creative director, Publicis Montreal


Chris Powell