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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

Manulife - The Unbroken
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The Unbroken

The Unbroken

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The Unbroken - Case Study

The Unbroken - Case Study

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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

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