Art Director/Designer: Brian Ready RGD
Art Director: Bill Ramsammy
Senior Designer: Marcus Gilroy RGD
Media Buy/Copywriter: Marianne Arnaudon
This campaign’s objective was to shine a light on the company’s support for the LGBTQ community, both outwardly and internally within its workforce. This was the first time in 10 years that one of Sun Life’s key brand assets, the Whimsical Sun, had been modified; it was integrated with the colours of the rainbow. This graphic was the cornerstone for the entire campaign. The tight budget required a smart media buy that would showcase the design in multiple key locations within the heart of Toronto at Union Station and Dundas Square.
Digital signage kept the production costs in check while providing maximum views. The biggest challenge was striking the right creative balance between embracing the celebration of Pride while remaining true to the Sun Life brand image. The result is confidently coy messaging and a clean aesthetic that highlights the brand in a positive light.
Supporting collateral was posted to the Sun Life intranet and social media channels. The internal feedback was outstanding. To show continued support for Pride in 2016, the ‘rainbow sun’ was used to produce a large window display on the front of Sun Life’s Toronto head office. The artwork is featured on multiple Instagram accounts, including @SunLifeCA, where it is among the channel’s all-time highest ranked posts.
This was an excellent example of how careful consideration and inspired execution can successfully adapt a key brand asset for a unique campaign. The final product achieved the objective of the brand standing out in its support of the LGBTQ community while staying true to its core identity.
– Jon Arklay