Alberta Blue Cross, Individual Products Ad Campaign, 2018

A t the start of every fiscal year, Alberta Blue Cross launches their print and digital ad campaign to promote their Individual Products offerings. The strategy is to gain more of the market share of individuals and their families who need life insurance. The target demographic for Individual Products for are young mothers who either stay-at-home moms or career women and are the primary financial decision makers of the household. The approach is to allow individuals focus on the more important aspects of life without the worry of life insurance coverage and benefits. With the initial headline of being there to what is important, each ad is contextually based on the publication. The sub head and the image would speak to the targeted reader of that specific publication.

Bright and bold and adding more colour alongside with Alberta Bluer Cross' Process Blue. I chose Pantone 115 as a background colour to provide a nice contrast the corporate colour blue. Close-cropping the photos and adding a subtle overlay behind the subject, my intent was to give a bold impression, without any extraneous elements and provide clear, ample space for copy. Photos selected is generally contextual, based on the publication or web site. I've had opportunities to experiment with grids as I work with a wide variety of layout dimensions.