Creative Director: Sean Odell
Art Director: Jordan Gosselin
Designer & Animator: Jordan Gosselin
Strategist: Deborah Peterson
Scriptwriters: Rebecca Tyre, Megan Foerster, Jordan Gosselin
Voiceover: Tony Kay
In 2015, a research study found that Canadians understood the risk that serious illness would have on their physical, financial and mental well-being. Despite this understanding, they wouldn’t necessarily be prepared for a serious diagnosis such as cancer, a heart attack or stroke. An animated series of videos was proposed to increase awareness about the importance of critical illness insurance, a relatively new product in the industry.
Conveying a complex message in a light-hearted, relatable and easy-to-understand manner presented a challenge for the team, who would usually convey these messages using statistics in an infographic. The choice was made to tell the story using character animation, to help create a friendly tone for the viewer. As the criticaluncovered.ca website was outsourced, the video was created in consultation with the external team to ensure the creative remained consistent. When posted to the Freedom 55 Financial Facebook page, the video reached over 14,000 users – with 3,300 views and over 270 likes, comments or shares by individual users in under 24 hours. It is still the most successful post in the page’s history with nearly 60,000 impressions.