Manulife Vitality Celebrates What Canadians Live For

The new campaign backs Manulife Vitality, a life insurance product that rewards people for making healthy choices and being healthy.

Manulife has released its largest national marketing campaign—What Do You Live For?—starring Michael ‘Pinball’ Clemons. Designed for Canada, the push newly premiered at Yonge-Dundas Square in Toronto, and invited attendees to participate in a Workout Computer exercise.

The overall initiative backs the brand’s Vitality offering, a life insurance product which rewards people for making healthy choices and being healthy. A launch event was also held in Montreal, and featured Danièle Sauvageau, coach of the Olympic gold-medal winning women’s hockey team.

Olympic Bronze-medal winning figure skater, Joannie Rochette, was a guest. Said execution went on to trend on Twitter, generating more than 4.6 million social impressions while reaching almost 265,000 followers. The campaign entails television, outdoor, digital, and video components.

“Manulife Vitality is about life insurance for the living. Our job is to ensure our marketing campaign is focused on what Canadians live for and changing the conversation around life insurance to protect what’s important,” said Glenn Hollis, Senior Vice President & Chief Marketing Officer.