TORONTO, Oct. 7, 2015 /CNW/ - Sun Life Financial Canada has launched its
fifth consecutive Money for Life ad campaign with a focus on the
importance of planning for change. This year's campaign continues to
build on Money for Life- Sun life Financial's customized approach to financial and retirement
planning. The concept for the campaign has evolved to become more than
just building a retirement plan. This year's ads demonstrate that no
matter what happens in life, predictable or not, Sun Life can help
Canadians make the most of today and tomorrow.
"With this campaign, we want Canadians to understand the importance of a
plan that adapts to changes throughout their life," says Lisa Ritchie,
SVP and Chief Marketing Officer. "Life is not as linear as we think. We
go through all kinds of ups and downs, and our Money for Life approach
can help you adapt to any of your personal situations. It's really
about ongoing planning, so you can be optimistic about your financial
"Our consumer insights tell us that Canadians not only want to follow
their passions, but want to do it on their own terms. And yet, many
still don't have a plan," says Bill Ramsammy, AVP Corporate Brand and
"Today's workforce is changing. Retirees are going back to school,
graduates are launching start-ups, couples are having kids later in
life, or not at all. So we're telling Canadians that with Money for
Life, you can embrace change and plan to go off-plan so you can live
the life you want," Ramsammy adds.
For this year's campaign, Sun Life's agency of record, FCB Toronto, was
once again charged to help bring the vision to life and create an
emotional, inspired spot showing Canadians they can plan to have the
financial future or retirement they want, but they can plan to have the life they want today, too.
Tyler Turnbull, CEO of FCB Toronto says, "We were thrilled to help Sun
Life express this very compelling idea that you don't have to live life
by the book. And that's exactly what this work does - by capturing
intimate moments to create an authentic picture of how people choose to
live today. It's a powerful combination of strategy, execution and
direction that we think will be a real disruptor in the category."
The campaign is also launching several assets in the TV and digital
space including partnerships with "Boomerang" a TV show broadcast on
Quebec's TVA, vignettes to be featured on AOL and the Huffington Post,
a partnership with the Toronto Raptors for their Heritage Nights and a
broad Facebook campaign using cinemagraphs to highlight various life
stages and events that require the need to plan for change.
Other agencies involved in this year's campaign were PHD Media and Havas
Be sure to join the conversation by following @SunLifeCA on twitter and
by using the hashtag #MoneyForLife.
About Sun Life Financial
Celebrating 150 years in 2015, Sun Life Financial is a leading
international financial services organization providing a diverse range
of protection and wealth products and services to individuals and
corporate customers. Sun Life Financial and its partners have
operations in a number of markets worldwide, including Canada, the
United States, the United Kingdom, Ireland, Hong Kong, the Philippines,
Japan, Indonesia, India, China, Australia, Singapore, Vietnam, Malaysia
and Bermuda. As of June 30, 2015, the Sun Life Financial group of
companies had total assets under management of $808 billion. For more
information please visit www.sunlife.com.
SOURCE Sun Life Financial Inc.
Image with caption: "Money for Life Infographic (CNW Group/Sun Life Financial Inc.)". Image available at: http://photos.newswire.ca/images/download/20151007_C9961_PHOTO_EN_44301.jpg
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