AIA repositions as ‘The Real Life Company’

AIA Group adHong Kong-based insurance giant AIA Group has launched a campaign based around its new positioning as ‘The Real Life Company’.

The new slogan comes three years after AIA introduced the ‘The power of we’ line. The company used ‘We are Asia’ in 2009.

The campaign, which breaks first in Hong Kong and Malaysia before rolling out region-wide, ‘celebrates people’s spirit of persistent optimism during life’s ups and downs, something that has been demonstrated repeatedly in Asia’, according to a press release.

It will run on TV, in print, outdoor, digital and social media.

Joanne Lao, MD of the agency behind the campaign, TBWA\Hong Kong, said: “The campaign celebrates this human spirit of optimism; that no matter what happens in life, AIA believes in never giving up on what’s important to you. It’s been incredibly refreshing to create a campaign that is so emotionally powerful and honest.”

Campaign Name: AIA “Real Life Never Stops” Regional Brand Campaign
Creative Agency: TBWA\ Hong Kong
Client: Paul Groves (Executive Vice President and Group Chief Marketing Officer), Michael Ip (Group Head of Brand and Marketing), Michael Woo (Senior Manager – Group Brand and Marketing)
Managing Director: Joanne Lao
Co President and Head of Creative (TBWA\ Greater China): Edmund Choe
Creative Director: Rupert Taylor
Art Directors: Rupert Taylor, Ken Hui, Chika Tsang, Bowie Ho
Writer: Rupert Taylor
Chinese Writers: Esther Wong, Mike Wu
Account Team: Pauline Wong, Kathy Wong, Latona Lai, Winnie Yuen, Karen Chung, Athena Chiu
Digital / Social Account team: Jocelyn Liipfert, Maria Mei, Kenard Chui
Planning Team: Robin Nayak, Terence Ling
Agency Digital Producer: Denny Wong, Kirsten Zeng
Agency TV Producer: Norah Sham, Ann Wong
Agency Print Producer: Pat Mak, Hang Wong
Director: Laurent Chanez (Identity)
TV Producer: Keeley Gould (Identity)
DOP: Steve Annis
Editor: Stewart Reeves (Rock Paper Scissors)
Photographer: Magdalena Wosinska (Artifex Productions)
Photography producer: Lavanya Radhakrishnan (Artifex Productions)


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