Who: Canada Life, with Taxi for strategy and creative; Skin and Bones for production (directed by Leo Zuckerman); Smile + Wave for editing; Berkeley for audio; and Mindshare for media.

What: A new campaign on the brand’s “For life as you know it” platform.

When & Where: The campaign launched Oct. 16, running across broadcast TV and cinema, as well as digital / social and out-of-home.

Why: The core insight at the heart of the platform is that Canada Life can be the insurance brand for Canadians at any stage of life. Taxi introduced the platform in 2020, shortly after the Great-West Life and London Life brands were folded into Canada Life to create a single go-to-market brand.

While the tone and executions have differed, the key message remains the same: while the journey of each Canadian is unique, they all experience important moments, and Canada Life is there to provide support and protection for all of them.

How: The campaign is anchored by a 30-second ad shot entirely from the viewers’ perspective, going through a chronological montage of key life moments—from graduation, to buying a first house, to marriage, a first child and retirement.

Most of the spot uses only the song “Lost in the Light” by Bahamas, until a voiceover ties all of the vignettes together with the brand message: “Whatever life looks like to you, we’re here for it. For life as you know it.”

“We wanted to demonstrate how Canada Life… is there for Canadians during life’s important moments,” said Frank Macera, executive creative director at Taxi, in a release. “Together, these collective milestones create an inclusive  representation of celebrations and aspirations as they happen.”

And we quote: “The campaign artfully demonstrates the diversity of life in Canada. The positive, comforting tone and beautiful imagery seek to connect Canada Life to these important experiences.” — Andrew Morris, vice-president of brand and experience, Canada Life