dentsu X and Dentsu Singapore film six real life births in latest campaign for Singapore Life

SingLife1.jpgdentsu X and Dentsu Singapore, part of Dentsu Aegis Network, teamed up with Singapore Life for their latest campaign "Birth", to document the actual birth of six babies in celebration of life. Singapore Life is the nation's first local insurance company to be introduced in Singapore in over 40 years and offers 100% digital life insurance product.

Consisting of an artfully shot video by award-winning filmmaker Hailey Bartholomew, the story of six real-life Singaporean couples were captured through the days leading right up to the very day of the delivery.

In a demonstration of collaborative ingenuity, underpinned by Dentsu Aegis Network's One P&L, dentsu X and Dentsu Singapore cut through the insurance category and subverted the concept of life insurance and its association with death to instead focus on the celebration of life.

The campaign captures the fragility of new life and highlights birth as "the moment in life, when we realise we need life". The raw and complex emotions captured on film also accentuated a parent's devotion, providing a timely reminder of the importance of life insurance to protect something as precious as a newborn child.

Jessica Beaton, Head of Business, dentsu X Singapore said, "It is that singular moment when you hold new life in your hands that nothing matters more to a parent than wanting to safeguard that very life. This was the defining moment that we wanted to capture to deliver an impactful piece of work for our client."

SingLife2.jpgSingLife4.jpgSingLife3.jpgAndy Greenaway, Executive Creative Director, Dentsu Singapore added, "We chose to document actual births instead of staging it because of how impactful the concept of new life is - and we wanted to do it justice. The film was shot in black-and-white to reduce distractions, allowing the audience to truly focus on the raw emotions of the parents and their newborns. The lyrics of the music also reflects the strong devotion parents have for their children. All these were done to focus on delivering a poignant visual-auditory experience."

Further leveraging on the idea of birth, the campaign celebrates the incorporation of Singapore Life as the birth of the next generation of life insurance in Singapore. The "Birth" campaign aligns perfectly with Singapore Life's values as as they constantly seek new and better way of doing things by providing value through the latest financial technology.

Walter de Oude, CEO of Singapore Life said, "Singapore has grown into a leading financial and technological hub, but the old life insurance industry hasn't kept up. People deserve a better life insurance experience. And because life insurance is all about securing a better life in the face of uncertainty, we founded Singapore Life to be a better kind of life insurance company."

Credits -
Executive Creative Director: Andy Greenaway
Creative Director: Mike Middleton
Associate Creative Director: Matthew Crescenzo
Art Director: Mustapha Zainal
Junior Art Director: Joanna Lim
Copywriter: Zee Yeo
Senior Strategist: Sonya David
General Manager: Phil Adrien
Head of Business: Jessica Beaton
Account Director: Jaspreet Kaur
Senior Account Manager: Stephanie Holzhubur
Account Executives: Georgia Tan, Brenda Yew
Director: Hailey Michelle Bartholomew
Cinematographer: Hailey Michelle Bartholomew
Musician: Yellowbox Studios
Sound Production: Yellowbox Studios
Executive Producer: Michelle Tan

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