Sunlife's 'Welcome to Life After 50' campaign recognizes the longer life and wealth of baby boomers that many advertisers are neglecting. In today's modern age, those over 50 feel younger than they are, are prone to enjoying life more than ever and are less conscious of what others think about them. Sunlife Chief Executive Dean Lamble expresses that many are getting their first tattoos and are not conforming to the standards that society has placed upon their age group.
The campaign features a community of those that are exploring their passions, including those that are picking up motorcycling, music, wrestling, tattooing, skating, and more. Sunlife offers life insurance that doesn't discourage dreams for those in their middle age.