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