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.

Project information
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.

From the song lyrics and dance choreography, a music video launch, TikTok dance challenges, exclusive filter releases, reaction videos, a virtual concert as well as daily motivational posts to keep fans going. And that they did, with millions of unique dances posted to TikTok and IG. The campaign ran across 14 markets in Asia and obtained 14 million views on Youtube and engagements on TikTok of 57 million.
Client: Prudential
Agency: R/GA Singapore
My Role: Creative Direction

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

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© Raul Arantes 2023
Creative Director