Cameron Fleming is a copywriter and creative director.

BMO Insurance. The easiest way to be a hero.

Selling life insurance to people who don’t want to think about life insurance

Millennials don’t buy life insurance. But they should — especially if they have families. So we created a campaign to reach young parents on Facebook. Our multi-layered retargeting approach raised awareness for BMO Insurance, introduced the EasyTerm life insurance product, and closed the sale.

Cameron Fleming
Senior Art Director
Ryan Walton
Executive Creative Director
Ian Mackenzie
KBS Toronto
Wade Sherman


Our awareness-level video introduced the little-known BMO Insurance brand.


Our product-level video narrowed in on one particular BMO Insurance product, EasyTerm life insurance.