2025 Winner

Canada Life leveraged the ICC Cricket World Cup 2024 in North America for its “Planning Ahead” campaign. The campaign captured how cricket’s unpredictability mirrors real life, making it the perfect metaphor for Canada Life’s financial solutions. In one video, a family watching a cricket game guesses where their travelling parents might be – before one of the children spots them in the crowd of the game on television. Another features an umpire adjusting a bowler’s line and a batsman’s stance, symbolizing how Canada Life prepares individuals for financial success. The campaign delivered a 60% video completion rate and a 1.10% click-through rate, exceeding industry benchmarks.

Credits

Andrew Morris - Vice President, Brand and Sponsorship
Zarin Henderson - Associate Vice President, Brand Marketing
Nadia Fiore - Director, Brand Advertising & Governance

Sharifa Khan, Balmoral Multicultural, CEO & Founder
Jeffrey Almeida, Balmoral Multicultural, Managing Director

Donovan D'Souza, Balmoral Multicultural, VP Executive Creative Director
Grant Leong, Balmoral Multicultural, Digital Solutions Manager
Lorna Leung, Balmoral Multicultural, Group Account Director
Reenal Lobo, Balmoral Multicultural, Account Executive

Puneet Ahuja, Balmoral Multicultural, Group Media Director