National leadership is built on local trust

Intact Insurance and Cossette are launching a new national campaign built on a simple idea: leadership isn’t claimed—it’s earned. Spotlighting the everyday places where Canadians rely on Intact, the work shows how local relationships add up to national trust. Through real moments from one street to the next, the campaign powerfully reminds Canadians of Intact’s massive scale while anchoring the brand in a deeply authentic, human essence.

While Intact Insurance protects over 6 million homes, cars, businesses, and infrastructure, much of the public is unaware of the sheer scope of its presence. To bridge this gap, Cossette’s creative team chose to steer clear of conventional corporate boasting, opting instead to capture the insurer’s scale through an evocative lens.

The campaign features a series of cinematic, single-shot videos captured in everyday Canadian settings. As daily life unfolds, the narrator highlights the various communities that place their trust in Intact. “It feels and sounds like real life, and the images are beautiful,” adds Gadoua. The announcer’s line – focusing on a street, a neighbourhood, or a corner – effectively bridges the gap between community presence and national leadership, underscoring how Intact has built its reputation on local trust from coast to coast.

Launched nationwide in June, the campaign spans TV and online platforms, and is supported by a targeted digital push.