As a leading insurer, Prudential wanted to concentrate on helping a young audience to get the most out of life. But how could we get a 173-year-old insurance brand to be relevant to Millennials and Gen-Z?
The answer is to focus on a holistic approach to wellbeing, not just for their financial gains, but understanding their true passions and tapping into digital trends that resonate with our audience: their love of dance and the irresistible nature of TikTok.
We created the We Do campaign to actively get young people moving towards a healthy life as a platform for holistic wellness. The outtake is simple; it's much easier and more fun when we do our wellbeing together.
So, we launched a world-first collaboration with K-Pop supergroup SuperM and partnered with them to write the lyrics, choreograph dances, and film a music video and social campaign to get our We Do campaign closer to our audience's minds. The campaign ran across 14 markets in Asia.
A pleasure to work on this project with Iggy Rodriguez, Shing Chew, Shingo Ohno, Cheryl Seah, Roana Brito, Daryl Goh, Priscilia Liew. SM Entertainment.
Agency: R/GA Singapore
My Role: Creative Direction
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