Media: TV, Digital, OOH
Year: 2019
"Their stories are missing tension." That was my initial reaction on receiving this brief. When FWD Insurance arrived on the scene with ads that showed music festivals snd people skydiving, they certainly looked different to the rest of the insurance category - but something about them felt glib and superficial. With this campaign, we wanted to add something extra to their storytelling by focussing on the moment before the leap.
THE BRIEF: After five years in the market, FWD Insurance were looking to launch a new regional brand campaign. Our task was to add a new dimension to the brand's positioning, "Celebrate Living."
THE INSIGHT: The choices we make that will let us live a life worth celebrating are often the choices that scare us. Insurance allows us to look that fear in the eye and overcome it.
THE IDEA: The Everyday Heroes campaign tells the stories of people who overcome their fears to live a life worth celebrating, focussing specifically on their individual moments of decision.
EXECUTION:
After an intense period of research into societal tensions throughout Asia, we developed 12 vignettes that told stories of ordinary people facing their moments of decision - or as we called them, Everyday Heroes.
Some of our stories were based on bucking societal conventions in conservative Asian markets, such as a scene of a woman flipping old-fashioned gender norms and proposing to a man, or a junior employee breaking hierarchy norms to offer an opinion to her boss.
Some told the story of emergent trends, such as young people in developing markets choosing to start their own business rather than work in a "safe" job for an established company.
And some were real stories of people recovering from setbacks, such as that of the diver who had taken up the sport again after having a leg amputated.
These twelve vignettes were of a plug-and-play nature, meaning that each FWD market could create a hero spot out of the vignettes that best suited their local cultures.
Music was key to this approach. Working with Universal Music Group, and after a process of culture checks in each market, we selected Heroes (We Could Be) by Alesso and Tove Lo as our brand anthem.
Each vignette had a corresponding key visual that was shot to accompany it. These key visuals were used in OOH and transit advertising in our key markets.