Business Challenge

The Great-West Life Assurance Company, London Life Insurance Company, and The Canada Life Assurance Company amalgamated into one company – The Canada Life Assurance Company. The new Canada Life entity lack of awareness with Chinese audiences must not adversely affect the current business or impact new/future business opportunities.

Market

GTA & GVA

Target Audience

Mandarin and Cantonese

1. High Net-worth Individuals
2. Wealthy 1.5 Generations
3. New Arrivals (0-5 years)

Creative Concept

The three stars (Fook, Luk and Sau) represent a combination of the three companies that have come together to form the new Canada Life. Much like the three stars, the New Canada Life hopes the new year will bring Prosperity, Longevity and Status to its consumers.