In it for good —

For over 150 years, Definity has helped Canadians navigate uncertainty. The campaign visualizes that promise through photography capturing nature’s scale and unpredictability alongside the warmth of Canadian landscapes that reflect its roots. Originally developed for national print, the work was adapted across newspaper, magazine, and digital formats.

Published nationally across print

Top row: Newspaper ads including National Post, Toronto Star, Globe and Mail, and Waterloo Region Record (full-page and vertical placements)

Bottom row: Magazine ads including Alberta Broker and Journal de l’assurance (EN/FR)

Client: Definity Financial Corporation

Agency: Mackie Biernacki

Creative Directors: Steph Mackie and Mark Biernacki

CW: Jean Richardson

AD: Nicole Dacunha

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