We’re all aware how long it’s been since a Canadian team has won a major championship :(
Canada Life
Turns out Canadian sports fans and the uninsured aren’t so different— they hope for the best without preparing for the worst.
Insight
Canada Life reminds Canadians they’ve got their back when the unexpected happens, by revisiting gut-wrenching losses of Canadian teams.
Idea
Sad Fan Loss Line
After major Canadian team losses text LOSS to ‘The Loss Line’ for a dose of empathy and humour (because sometimes you just need to know you're covered. Emotionally, at least.)
Taps into the immediate emotion after big sports moments
Viral potential as fans can share their playful replies
Community building: creates a shared ritual for fans
Social Post
Activation
Canada Life Comfort Booth at games, fan zones, and bars during Playoff season to meet fans where they are and offer the support needed when the unexpected losses happen.
The Team: Rebecca Vanular (AD)