Great Eastern
There are few better feelings than successfully convincing an over-a-century old insurance company to embrace its playful side, which I did over a couple of quirky campaigns.
Sure, insurance is a serious category, but who says it can’t present itself in a fun way?
Great Eastern’s general insurance is the most comprehensive in Singapore - apt for people who are obsessed about the things they love. For the campaign - which comprised of 3 films - I took the quirky route.
BLKJ Havas
CCO: Joji Jacob
ACD: Anant Rajan
Art Director: Dalton Choo
Account Director: Avril Lim
Great Eastern wanted a fun way to tell their agents’ everyday stories in order to get more people to consider a career in insurance. I proposed a comic series, based on my own fondness for comics, which the client loved - and bought. And the rest is history, which is still being written, with over 20 issues produced…and counting!
They say you haven’t really dabbled deep into a financial brand until you write a manifesto for them. The following is my attempt at crafting one, which also doubled up as a recruitment ad for financial representatives.