
The Unbroken
Brand Campaign for Critical Illness Coverage
While it is amply evident that Critical Illness (CI) coverage is crucial, the protection gap in Singapore remains wide.Most Singaporeans only have 20% of the protection they need, with a majority who will have trouble paying for treatment. How do we get Singaporeans to make CI protection a priority, and get protected with Manulife?
We uncovered their number one priority: their family's wellbeing – a deeply resonate emotional theme among the Asian target audience. For them, nothing could break their will to fight for family. This Unbroken spirit was the inspiration behind our campaign film. It tells the story of a main character struck by an unexpected stroke. The message was clear: you can't look after your loved ones if you fail to protect yourself from Critical Illness, first.
Manulife - The Unbroken
Manulife - The Unbroken
The Unbroken
The Unbroken - Case Study


Markies 2020:
Excellence in Programmatic Marketing, Gold
Excellence in Performance Marketing, Gold
Excellence in Digital Marketing, Gold
Excellence in TV/Video Advertising, Silver
Excellence in Content Marketing, Silver
Excellence in Advertising, Bronze