Campaign details

Brand: belairdirect
Brand owner: belairdirect
Lead agency: PHD Montreal
Contributing agency: Sid Lee
Country: Canada
Industries: Insurance
Media channels: Competitions & contests, Mobile & apps, Online display, Outdoor, out-of-home, Online video, Social media, Television, Virtual & augmented reality
Budget: 500k - 1 million

Executive summary

A sponsorship deal with the Canadian Football League (CFL) was a great way for insurance company belairdirect to increase brand awareness, especially in the west of the country, where the brand is not as familiar. We wanted to deliver the CFL belairdirect connection in simple style by keeping fans' experience fun, memorable and, most importantly, uncomplicated. And executions throughout the season and during the play-offs, went hard on simplifying every aspect of the CFL.

Market background and context