Bringing a Brand to Life: Personifying Onlia Insurance with Ryder The Samoyed

Onlia Insurance sought to establish a strong, relatable brand presence across Canada during their national rollout. They needed a way to personify their brand concept—a protective, comforting "cloud" that softens the blow of automobile incidents. The goal was to create a cohesive marketing strategy that resonated with audiences across commercials, digital content, and in-person activations.

The goal was to leverage Ryder The Samoyed, whose fluffy white fur and calming demeanor made him the perfect living embodiment of Onlia's brand ethos, to create an authentic and memorable connection with Canadian audiences.

1. National Commercial Campaign
2. I worked with the agency to have Ryder cast in Onlia's flagship commercial, which aired during the highly-coveted Hockey Night in Canada. This positioned Ryder as a central, symbolic figure representing Onlia's promise of protection and comfort from the very start of their campaign.
3. ‍Integrated Digital & Print Content
4. Beyond the commercial, I coordinated photo shoots to create a library of assets featuring Ryder for Onlia's website and marketing materials. I also produced native Instagram content to engage digital audiences, ensuring the brand's charming persona was consistent across all touchpoints.
5. Live Brand Activation
6. I managed Ryder's appearance as a live mascot at the 2020 Canadian International Auto Show. His presence at the Onlia booth attracted attendees, generated buzz, and created a memorable, in-person brand experience that reinforced the campaign's core message in a competitive environment.

• Enhanced Brand Recognition: Ryder's role in Onlia's commercials and activations helped establish a memorable, emotional connection with audiences, reinforcing the brand's identity.
• Cohesive Multi-Channel Presence: Ryder's participation across TV, digital, and live events created a unified message that resonated with Canadians.
• Engaged Audiences: Instagram content featuring Ryder captured strong engagement metrics, amplifying Onlia's reach and appeal to pet owners and families.

This project was a powerful demonstration of perfect brand personification. The authentic synergy between the mascot (a fluffy, gentle dog) and the brand promise (a protective, soft cloud) created an immediate emotional shorthand with the audience. It showed that the most effective brand assets are often not assets at all, but living stories that connect with people on a human level.