In Canada’s fragmented $200B+ insurance market, differentiation is rare. Our partners at Navacord embarked on a massive transformation: unifying their diverse family of local brands—including established names like Waypoint—under one cohesive national identity. As Canada’s second largest brokerage, but new to the market as this brand, we needed to find a way to cut through and immediately put Navacord on the map, building awareness and trust.
While competitors lean into “adulting is hard” tropes or faceless digital forms, we focused on Navacord’s unique value proposition which lies in the intersection of local relationships and national resources. We moved away from transactional insurance marketing and embraced the very human, caring relationships that define their brokers. The people who don’t just sell policies but live beside the people they protect.
Speaking directly to hockey fans as part of a high-impact Sportsnet media buy during Canucks games, we used the striking visual of a goalie on a rainy city street as a metaphor for having the wrong protection. Through a kind gesture (a passer-by offering the goalie an “umbrella assist”) the message is clear: Navacord is here to ensure you have the right protection.
The campaign successfully introduced Navacord as a national powerhouse with a local heart, proving that even in a complex industry, the right protection starts with a human connection.
