Prudential

Prudential X SuperM 슈퍼엠 "We Do"

Bringing positivity and helping people to be physically and mentally healthy. Creating a platform to promote a holistic approach to wellness, focusing on a new audience.

Prudential

Prudential X SuperM 슈퍼엠 "We Do"

Bringing positivity and helping people to be physically and mentally healthy. Creating a platform to promote a holistic approach to wellness, focusing on a new audience.

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.

screenshot2

A pleasure to work on this project with Iggy Rodriguez, Shing Chew, Shingo Ohno, Cheryl Seah, Roana Brito, Daryl Goh, Priscilia Liew. SM Entertainment.

Client: Prudential
Agency: R/GA Singapore
My Role: Creative Direction

Additional projects

Google Year In Search 2021Every year, Think with Google publishes the Year in Search report with the top consumer trends

Google: Safer With GoogleTalking about security is difficult, but not bringing attention to the problem is worse

Nike: I Got NextCelebrating young basketball players and encouraging them to play the game

Standard Chartered: ShipbreakingMaking the industry safer for workers, cleaner for the environment

Standard Chartered: WildlifeFighting money laundering that fuels the illegal wildlife trade

Volkswagen: Space CrossExploring consumers' imagination

Standard Chartered: Living LongerHelping people make better financial decisions

Quickbooks: Through the YearsPowering prosperity for small businesses in SEA

Nescafé: A Little InspirationA little bit of inspiration for accomplishing those mundane tasks

Chernobyl (Чорнобиль)A documentary about the life of residents in the Exclusion Zone

Windblown.inInterface experiments, screen interactions and reusable prototypes

Emotive ExperimentsExperimenting with brain-controlled technology and custom interactive apps

Standard Chartered: Unlimited $averIntroducing the savings account that lets you live a life without limits

Heineken: #OpenSPEvery great city offers an endless adventure within its sky-scraping towers and neon-lit streets

Great Northern HotelA carefully balanced concept combining past and future to create a relevant experience

H2Oh!Refreshing key visuals with a touch of infused fruit flavour

Missing Families From The Street MarketConstructing the story of a peculiar family and its members

Illustration BDExploring shapes and colours

Nike: Black and WhiteCelebrating a football club history and legacy

Face IllustrationShapes and faces

Data BendingCorrupting digital data for aesthetics postdigital

Hong Kong (香港)Visually exploring the Fragrant Harbour

Pacsafe: eCommerceRedefining a new shopping experience

Honda SMSProject type

Creative Coding ExperimentsExploring creative computer programming for digital and physical

© Raul Arantes 2022
Creative Director