With a cinematic storytelling campaign, Belairdirect makes the technological future a little less scary by simplifying the insurance-claim process.

Created with longtime AOR Sid Lee, the 360 “Smart Revolution” campaign includes 60-, 30- and 15-second video spots for TV, movie theatres and online that will be complemented by social, influencer and OOH elements.

Belairdirect marketing director Julie Dagenais tells strategy that they layered approach allows the platform to hit the broadest audience possible all while serving the same brand narrative.

“We make sure that we have distinct creatives for these to make sure that we we speak to different demographics,” Dagenais says. “And we make sure that when people consume something on a specific channel that it’s not just a TV ad. We make sure that we can have this rich mix.”

Dagenais says Belairdirect was instantly sold on Sid Lee’s concept of a home-insurance nightmare created by robot appliances overthrowing humanity. While unwilling to disclose dollar figures, Dagenais says the brand spend is reflected in the production values of the video spots and Belairdirect’s willingness to expand to 60-second hero work that is designed for heightened TV moments.

“It’s all about the idea, ultimately, and how we can make our message and what we bring to the table, what we want to be known for, how we can really showcase it,” Dagenais says.

Sid Lee has a long history in shaping the Canadian insurance firm’s brand identity. The agency also used cinematic tropes in a 2019 campaign as the brand put less emphasis on its cartoon-knight logo. More recent campaigns include the incorporation 90s R&B-inspired slow jams to remind Canadians to watch their speed and an influencer-first foray to outline the importance of home insurance.

Sid Lee handled creative for the “Smart Rebellion” campaign in collaboration with production company Merchant. PHD Montreal handled media.