TD Insurance - Life Doesn’t Wait
Canadians tend to put off getting life insurance because it's perceived as being complicated and time-consuming.
So TD asked us to create a breakthrough campaign to curtail the apathy, and drive at the emotional benefit of having term life insurance for our loved ones.
Our solve? A series of comedic vignettes centred around faux life-threatening moments called ‘Life Doesn't Wait'.
From dangerous donuts to errant swords and meteoroids, the campaign gave people the nudge they needed.
In addition to YouTube awareness videos, the campaign featured a suite of full-funnel tactics in social, digital, and owned channels.
Results: Quote completes +500%, CPA’s -63%, cost per quote -83%
Creative Director - Jesse Pearson
Copywriter - Klint Davies
Art Director - Jen Chen
Production House - Shutterstock Studios
Director - Jack Turits (NY-LA)
Producer - Monika Gutkowski