| Title | Bike Path |
| Agency | DDB Canada |
| Campaign | Too Late - Blue Cross |
| Advertiser | PBC Health Benefits Society |
| Brand | Pacific Blue Cross |
| Posted | July 2010 |
| Business Sector | Insurance |
| Tagline | It's Too Late. |
| Story | It is extremely important to obtain health insurance coverage before you get sick or hurt. The goal of this campaign is to encourage people to consider health insurance coverage from Pacific Blue Cross before a dangerous situation presents itself, because in the seconds before an injury occurs, it is too late to get coverage. |
| Media Type | |
| Market | Canada |
| Creative Director | Dean Lee |
| Creative Director | Cosmo Campbell |
| Account Manager | Scott Barr |
| Photographer | Philip Jarmain |
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