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Sonnet Insurance breaks launch campaign

Sonnet Insurance of Toronto has begun a national marketing campaign called "Optimism Can." The launch campaign marks the first time the online insurance company has conducted a marketing initiative. It is intended to introduce the brand and promote the company's line of personal, home and automobile insurance services.

The effort consists of television and out-of-home advertising focusing on optimism. The first 60-second execution, called "Rocket," features narration by actor Michael J. Fox. Seven additional executions will be released through to the spring of 2017. The out-of-home component will consist of transit wraps, subway advertising, billboards and digital ads.

"The Canadian attitude is full of optimism right now, from our progressive culture to success of our sports teams and even our political discourse," said John Rocco, vice-president of marketing at Sonnet. "This multi-layered campaign uses the art of storytelling to bring that optimistic mindset to the insurance category."

The campaign was developed by Johannes Leonardo, with media work by OMD and social media activities by Carrot Creative. Public relations are being conducted by Argyle Public Relationships. Experiential marketing and sponsorship activities are being managed by Community. The French-language elements of the campaign were developed by KBS.

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