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Investments and insurance face-off in fun Co-operators campaign for the NHL playoffs

Apr 25, 2024

Creative approach marries hockey rituals with holistic financial strategies

TORONTO, April 25, 2024 /CNW/ - Co-operators wants investors to consider a more holistic approach when it comes to their financial future. To promote their unique ability to offer both investments and life insurance, Co-operators is launching a national television campaign airing during the NHL playoffs, partnering with Angry Butterfly.

The campaign features two fifteen second commercials ( & that dramatize how investing is just one part of what an investor should consider when thinking about their family's future.

"It's important to find a creative approach that can break through in a relevant way but also drive our business' point of difference, both of which this work does so wonderfully," said Cindy Wong, Vice President, Marketing and Communications, Co-operators. "The hockey metaphors add a playful yet engaging touch to our story, while effectively conveying our approach to helping Canadians build holistic investment and insurance plans."

The first commercial features a family who is (emotionally) invested in one hockey team, but also have a 'backup' team to root for as an insurance plan - just in case. The second film has a Co-operators' advisor using an interesting device to explain to clients how a holistic financial approach can work well together.

"When you are advertising to Canadians while they watch the NHL playoffs, you'd better make sure it's relevant," says Lori Rayner, AVP Brand. "I love how fun these are, while really delivering on what makes Co-operators different in a memorable and unexpected way."

The strategy and creative were led by Angry Butterfly.

"When it comes to investing, there are so many brands that are saying the same thing," said Adam Notzl-Keysor, VP, Executive Creative Director, Angry Butterfly. "It was refreshing to have a brief that was founded in a truly unique offering. Our team had a lot of fun bringing this idea to life."

The media duties were led by Epitaph and will run nationally throughout the NHL playoffs. Production was executed by Sparks, while post was a combination of The Editorial Factory (edit), REDLAB (colour/online) and Grayson Matthews (audio).

About Co-operators

Co-operators is a leading Canadian financial services co-operative, offering multi-line insurance and investment products, services, and personalized advice to help Canadians build their financial strength and security. Co-operators has more than $62 billion in assets under administration. Co-operators has been providing trusted guidance to Canadians for the past 79 years. The organization is well known for its community involvement and its commitment to sustainability. Achieving carbon neutral equivalency in 2020, the organization is committed to net-zero emissions in its operations and investments by 2040, and 2050, respectively. Co-operators is also ranked as a Corporate Knights' Best 50 Corporate Citizen in Canada. For more information, please visit

About Angry Butterfly

Angry Butterfly, ranked 2024 Top 10 Independent Creative Agency in the World by WARC, is a full-service, proudly independent, strategic and creative agency based in Toronto. Founded in 2020 at a time of intense chaos in every part of the world, its goal is to create cultural shifts and a transformational advantage for client partners. The company was born out of both dissatisfaction with the status quo and optimism for a new way of doing things, with a distinctive approach of anthropology, artistry and agility. Angry Butterfly's team of 45 aims to create an environment that allows people to thrive and to do the best work of their careers.

SOURCE The Co-operators Group Limited

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