AIA | Whats Your Why
AIA is a health insurance company whose mission is to help people live healthier, longer, better lives.
They asked us to help them launch this brand purpose across 12 markets alongside their new healthy living ambassador, David Beckham.
We discovered that when it came to healthy living, people were largely motivated by highly personal reasons. So we kicked off with a film that asked a simple question, “what’s your why?”
This film was highly modular and we created multiple versions of the edit that could be relevant to you based on your life stage. If we knew you were pregnant, you’d get the edit that featured a pregnant swimmer. If we knew that you were a new father, you’d get the edit that had the father doing push ups with his younger son.
AIA’s First Regional Campaign
This was a fully holistic campaign with a 60 second film as the first of many assets to go live across Asia-Pacific. We collaborated with a world renowned team of photographers and directors.
Spanning from films, to print, outdoor, social media, PR activations to live events, this was the biggest launch AIA has ever done in South East Asia - the first of many.
Collaborators: Elvin John Villar / Lauren Lim / Martino Monti / Danny Searle (Creatives) / Wally Pfister (Film Director) / Joey Lawrence (Photographer) / Johnboy Iype John (Offline Editor) / BBDO Singapore (Creative Agency)