Regional life insurer FWD is set to launch its new brand campaign throughout Asia, with the hero television commercial celebrating the everyday confidence it takes to make small but always brave decisions that allow us to live fuller lives.
Entitled Everyday Heroes, the campaign, developed by DDB Group Hong Kong in conjunction with its network agencies across the region, features 12 scenarios that explore the difference that confidence can make to your life, no matter your age or stage in life. Each scenario was developed through a rigorous process of researching local insights from the markets FWD operates in throughout the region.
The campaign’s centrepiece, produced by Media Monks, is set to the anthemic soundtrack Heroes by Alesso, courtesy of Universal Music Group. The scenarios will be tailored to the individual markets, providing the brand with a common but local narrative across the region.
“FWD has always celebrated living. In the Everyday Heroes campaign, we take time to show that moment of tension that we all experience before making big decisions, before ultimately reminding our audience that no matter what decision they make, our products have them covered,” said Tim Oliver, Group Chief Customer & Marketing Officer.
“As an agency, what makes this campaign so satisfying is the fact that, while our insights were derived locally, our executions have both humanity and a universal appeal. To us, that’s a sign that we’ve done our job as creative storytellers – a sign that has been borne out by research so far. So, we can’t wait for this to go to market,” said Andreas Krasser, Chief Strategy Officer for DDB Group Hong Kong.
The Everyday Heroes campaign will launch in Hong Kong with TV, digital and out of home executions commencing 18 January. This will be followed by launches in Thailand, The Philippines, Vietnam, and Indonesia in coming months.
CREDITS
DDB Group
Chief Strategy Officer: Andreas Krasser
Executive Creative Director, Global Business: Jamal Hamidi
Regional Business Director: Justin Bonnett
Strategy Director: Adrian Tso
Creative Directors: Yuko Fukuba, Florence Lee
Creatives: Natalie Parengkuan, Christel Chong, Aaron Cheng, Jeremy Hogg, Richard Shaw, Tim Paradise, Pierre Desfretier, Sam Cheeseman
Strategists: Ronald Lee, Karen Lew
Account Manager: Natalie Chan
Producers: Becky Ip, Isa Wai
Media Monks
Director: Michael Sewandono
Director of Photography: Mattias Troelstrup
Executive Producer: Kep Bruinsma
Producer: Amanda Zhang
Stills photography: Ben Xander
FWD Insurance
Group Chief CX and Marketing Officer: Tim Oliver
Group Vice President, Brand Management and Development: Bernadette Stevens
Director, Brand Management and Development: Janelle Goh
