6/22/2022
Work
Patrick Huard and Intact Insurance are looking out for you
by
Cossette
Backed by a new creative platform, Intact Insurance’s latest communications campaign aims to elevate the brand’s tone and highlight its leadership position within the insurance industry.
With a comedic touch, the campaign features Patrick Huard in various everyday situations. Taking his role of spokesperson to heart, he decides to watch over all consumers, whether they’re Intact Insurance customers or not. In so doing, he embodies Intact Insurance’s mission—to always be there in order to provide personalized, people-focused service.
As part of this initiative, we really wanted to take our collaboration with Patrick Huard to the next level, by benefitting from his great talent and that extra something he brings to the table as an A-lister in Québec. As well as putting him squarely in the thick of the action, the scenes we came up with complement his personality by putting the accent on how close and connected he’s been to the public for decades.
Humberto Valencia, Vice President, Marketing, Customer Experience and Data Marketing at Intact Assurance
By talking to people who are not insured with Intact Insurance, we manage to create situations where we’d never expect to find Patrick Huard and discuss insurance without using the classic tropes. This creative approach marks a paradigm shift in terms of how the brand communicates with the public.
Patrick Michaud, Creative Director at Cossette
The ads are being rolled out on TV, on the radio, online and in signage. The campaign also includes internal and corporate communications tactics.
Credits
Advertiser: Intact Insurance
Clients: Marie-Chantal Hebert, Joanie Charest, Martine Bouthillier, Laetitia Sorribes, Humberto Valencia, Anne Fortin
Agency: Cossette
Creative: Anne-Claude Chénier, Patrick Michaud, Marc-André Vigneault, Christian Jomphe
Strategy: David Thomas
Product: Benoit Chapellier, Mario Deschambault, Marie Demeire, Isabelle Tremblay
Production agency: Septième
Broadcast production: Émilie Meunier
Print and digital production: Mario Lévesque, Nathalie Boucher, Vickie Rousseau
Media agency
PHD Montréal
Production house: Rodeo Production
Director: François St-Amant
Post-production: Rodeo FX
Sound: Lamajeure