The campaign for Sarnia Mutual had to be approached in a less clichéd way, and to be bright and current in colour choices, so I picked a more Scandinavian colour palette, intimating winter-time, but not overdoing the Christmas theme, nor using cartoons of turkeys, which is what I did not want to do. The campaign began in the November and to push Christmas mid-November was too premature, hence the more subtle approach. This also prevented the branding from being cheapened with Christmas gimmicks.