New ad campaign from Sun Life Financial highlights the need to plan for change

Oct 7, 2015


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 future."

"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 Marketing.

"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 Worldwide.

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

SOURCE Sun Life Financial Inc.

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Jentzen Brown
Sun Life Financial