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.
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