AIA Group unveils emotionally powerful ‘Real Life Never Stops’ campaign via TBWA\Hong Kong
AIA Group launches a new brand campaign created by TBWA\Hong Kong to communicate its new positioning as ‘The Real Life Company’.
“Our new brand position speaks to our deep understanding of our customer’s lives, our appreciation of how life in Asia is constantly changing and our awareness that customers want pragmatic advice and support to help them meet life head-on. We believe that, as ‘The Real Life Company’, AIA is well placed to deliver this support,” says Paul Groves, Executive Vice President and Group Chief Marketing Officer, AIA Group.
The brand campaign ‘Real Life Never Stops’ celebrates people’s spirit of persistent optimism during life’s ups and downs, something that has been demonstrated repeatedly in Asia. The campaign also reflects AIA’s commitment to being genuinely engaged in its customer’s lives and the Group’s unique history of over 90 years in the Asia-Pacific region.
“The campaign celebrates this human spirit of optimism; that no matter what happens in life, AIA believes in never giving up on what’s important to you,” says Joanne Lao, Managing Director TBWA\Hong Kong. “It’s been incredibly refreshing to create a campaign that is so emotionally powerful and honest,” she adds.
The campaign launches initially in Hong Kong and Malaysia, before rolling out in other markets around the Asia-Pacific region. It includes TVC, print, OOH, digital and social media activation.
CREDITS
Campaign Name: AIA “Real Life Never Stops” Regional Brand Campaign
Creative Agency: TBWA\ Hong Kong
Client: Paul Groves (Executive Vice President and Group Chief Marketing Officer), Michael Ip (Group Head of Brand and Marketing), Michael Woo (Senior Manager – Group Brand and Marketing)
Managing Director: Joanne Lao
Co President and Head of Creative (TBWA\ Greater China): Edmund Choe
Creative Director: Rupert Taylor
Art Directors: Rupert Taylor, Ken Hui, Chika Tsang, Bowie Ho
Writer: Rupert Taylor
Chinese Writers: Esther Wong, Mike Wu
Account Team: Pauline Wong, Kathy Wong, Latona Lai, Winnie Yuen, Karen Chung, Athena Chiu
Digital / Social Account team: Jocelyn Liipfert, Maria Mei, Kenard Chui
Planning Team: Robin Nayak, Terence Ling
Agency Digital Producer: Denny Wong, Kirsten Zeng
Agency TV Producer: Norah Sham, Ann Wong
Agency Print Producer: Pat Mak, Hang Wong
Director: Laurent Chanez (Identity)
TV Producer: Keeley Gould (Identity)
DOP: Steve Annis
Editor: Stewart Reeves (Rock Paper Scissors)
Photographer: Magdalena Wosinska (Artifex Productions)
Photography producer: Lavanya Radhakrishnan (Artifex Productions)