Gameplan For Your Life

Raptors

Awareness

Consideration

Broadcast/TVC

Social Content

The Raptors and Sun Life collaborated to develop a campaign built to encourage fans to think about planning for what matters most in life. Through TV spots and supporting content, the program educated Raptors fans on the value of planning while strengthening our partners' brand relevance with fans.

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THE PROBLEM

Sun Life needed to build stronger relevance with millennial consumers, who are at a life stage where planning matters but often feels easy to postpone.

THE ASK

Create a program that would build awareness for Sun Life’s planning and protection offerings while making the brand feel more relevant to fans.

CREATIVE INSIGHT

Life planning is important, but it often feels easy to delay because the benefits are long-term and can feel emotionally distant.

THE IDEA

Gameplan For Your Life: Create a series of basketball-themed broadcast videos that show how Sun Life supports the everyday lives and future plans of Raptors fans.