Manulife looks to the future with first campaign in three years

Manulife's first campaign in three years is the work of DDB Hong Kong, developed around the concept of 'It’s your life. It’s your choice'. It spans television commercials (TVC), print advertising, out-of-home (OOH) displays, digital and online social media elements.

Michael Huddart, executive vice-president and chief executive officer for Manulife Hong Kong, said the campaign aims to build upon the "already high level of brand awareness that we enjoy in the market”.

The exterior of Hang Lung Centre in Causeway Bay has been thematically wrapped in green 3D cubes, while nine one-metre-tall interactive green cubes have been erected along Patterson Street.

"The hopes and future achievements of a broad cross-section of Hong Kong people are graphically visualised and brought to life using the symbolic green cubes,” Isabella Lau, vice president of customer service and strategic development for Manulife Hong Kong, added.

Print ads, to run in major dailies with the strap-line “no matter what your life destination is, we have a plan for you” feature a variety of hopes and goals of Hong Kongers.

 

TVCs, produced by Ridley Scott & Associates, highlight the fact that everyone’s hopes and goals in life are unique. The commercials will be broadcast on both free-to-air and paid TV channels in different 30- and 60-second versions.

 

The campaign also includes a digital and social-media programme where people are invited to share their life goals with Manulife and have a chance to win prizes totaling more than US$25,694 (HK$200,000). 

Simone Tam, president, DDB Group Hong Kong and Guangzhou, said: “In a category that is laden with clichés, we have developed a campaign that works on every level to communicate the brand’s relevant, differentiating, credible, single-minded and forward-thinking values.”

Credits:

Project: 'For Your Future'
Client: Manulife Financial Hong Kong
Creative agency: DDB Group Hong Kong
ECD: Jeffry Gamble
Creative director: May Wong
Copywriter: Jessie Fung
Art Director: Nicole Cho
Account servicing: Chelsea Radford & Calvin Chow
Producer: Annie Tong
Media agency: MEC
Production company: RSA ( Ridley Scott & Associates) & Ping Pong CG
Director: Brett Foraker
Exposure: TV, Print, Online, Mobile, Ipad, OOH