Many leading insurance brands tend to leverage on negative consequences of life’s uncertainty to provoke audience.  Sun Life being a relatively small player, on the contrary, prefers to build a distinguished position to stand out from the competitors.

We helped Sun Life to amplify its brand equity around positivity and brightness (that also echoes with the brand name itself) through the branding campaign. The initiative is hoped to shed light on the gloomy society in the midst of pandemic and also establish a stronger emotional bonding with customers. We created a brand mascot to embody Sun Life’s value and beliefs and made it a mnemonic hook of the campaign spanning across different touch points.