Life's Most Important Moments are Covered with Canada Life Insurance

Shot through the eyes of Canadians across the country, the film highlights life’s significant moments, from the joy of engagement to the joy of retirement, demonstrating the range of support Canada Life provides. These vignettes of life in Canada emphasise the insight that while every Canadian’s journey is unique, their needs are universal. Canada Life’s brand platform, 'For Life As You Know It,' is designed to uphold this vision, ensuring that Canadians receive the support and protection they need in these important moments. 

Directed by Canadian filmmaker Leo Zuckerman, the film is visually stunning and is accompanied by an emotive song written and performed by Canadian artist Bahamas. Titled  'Lost in the Light,' the score takes the audience on a visual and sonic journey through the eyes of Canadians during life’s most important moments. 

Andrew Morris, Canada Life’s vice president of brand and experience, commented that, “The campaign artfully demonstrates the diversity of life in Canada and important life moments. The positive, comforting tone and beautiful imagery seek to connect Canada Life to these important experiences.” 

The Canada Life Assurance Company (Canada Life), a subsidiary of Great-West Lifeco Inc. (Lifeco), is excited to present this latest campaign, marking the three-year evolution of their brand platform, 'For Life As You Know It.' The platform, introduced in 2020 by TAXI, celebrates the unique differences, life moments, and individual needs of all Canadians. 

With a legacy spanning over 175 years, Canada Life has consistently been a reliable companion to Canadians. In celebration of their platform, this latest expression, in collaboration with TAXI, their agency of record (AOR), underscores the importance of insurance, financial security, and expert advice through their long-standing brand platform. 

Frank Macera, executive creative director at TAXI, explained the campaign’s core objective, saying, “We wanted to demonstrate how Canada Life’s brand platform is there for Canadians during life’s important moments. Together, these collective milestones create an inclusive representation of celebrations and aspirations as they happen.” 

Media planning and buying for the campaign were handled by MindShare.

The campaign launched on October 16th, and will appear in TV, cinema, digital, social, out of home, and on Canada Life’s owned channels throughout the coming months.