Canada Life Campaign Captures Every Milestone for Everyday People

Canada Life is introducing its new unified brand to Canada with its first-ever mass media campaign, avoiding the feast-or-famine approach that tends to guide advertising in financial services by positioning it as a provider for whatever needs Canadians might have.

The new brand tagline, 'For Life As You Know It,' reinforces the 'Life' part of the brand’s name, part of a brand consolidation last year that subsumed Great West Life and London Life under the Canada Life master brand. Using a stylised, slo-mo approach, the creative highlights numerous life milestones big and small – from weddings and graduation to fishing trips and new jobs – underpinned with the Sly and the Family Stone hit 'Everyday People' to show that everyone’s life (and financial goals) are different. ‘Differences’ from Spindle director Brent Foster, explores various walks of life, capturing each individual in slow motion, together as a group.