Sonnet, Canada’s smart new insurance done completely online, unveiled its first marketing campaign today, inspiring Canadians to ask: what’s the best that can happen? The new brand delivers personal home and auto insurance built on the dedication to change the way Canadians feel about insurance.
The national campaign introduces the Sonnet brand and the central human truth that it stands for: optimism. Since its soft launch on May 9, 2016, Sonnet has been connecting with Canadians in the moments and celebrations that create great experiences, including partnerships with The Toronto Blue Jays, Osheaga Arts & Music Festival, International des montgolfières de Saint-Jean-sur-Richelieu, and World Cup of Hockey.
“The Canadian attitude is full of optimism right now, from our progressive culture to success of our sports teams and even our political discourse,” said John Rocco, Vice President, Marketing at Sonnet. “This multi-layered campaign uses the art of storytelling to bring that optimistic mindset to the insurance category.”
The campaign celebrates the craft of storytelling through engaging narratives and visuals that span across television, out-of-home and digital mediums. During last night’s broadcast of the Emmys, the first 60-second spot “Rocket” premiered. Featuring narration from Michael J. Fox, a passionate optimist, and direction from Gary Freedman, “Rocket” tells the story of how optimism helped create an insurance company Canadians can actually like.
Through seven more distinct stories airing through to spring 2017, the campaign leverages a total of six world-class directors weaving in various narratives of optimism in ranging tones of emotion designed to connect with Canadians and challenge the norm when it comes to the nature of advertising in the insurance industry.
The out-of-home campaign features photography from Vincent Dixon, capturing optimism narratives conveyed in a single frame. These visually arresting and thought-provoking images are executed in a robust out-of-home strategy across Canada, featuring transit wraps, subway dominations, billboards and digital ads.
The Ads:
The Credits:
Ad Agency: Johannes Leonardo
Directors/Production Cos.:
"What's the Best that can Happen?
Director: Gary Freedman
Production Company: Biscuit
"Journey"
Director: Malcom Venville
Production Company: Anonymous
OMD: integrated media strategy
Carrot Creative: social media strategy and content
Argyle Public Relationships: earned media and communication
Community: experiential marketing and sponsorships
KBS: French creative and execution strategy