Canada Life | Unexpected Losses

Even though history seems to relentlessly repeat itself, Canadian sports fans believe in their teams unconditionally. This makes the emotional gut-punch of 'our year' becoming 'next year' a feeling every Canadian knows too well.

This social and experiential campaign leans into that heartbreak and reminds fans to prepare for the unexpected - positioning Canada Life as the insurance partner that truly gets it. Because after all, that's Canada Life.