Philips explores nature of health, sickness and caring among Singapore’s pioneer generation

Philips has launched a campaign in Singapore that explores the unspoken tension between carer and cared for.

Two films, created by Iris, follow the lives of two loving elderly couples and how they faced the trials of serious illness together, and how they would feel if the other passed away.

For a brief period, the couples are separated to give their own account of how they feel about their partner and caring for them.

Iris Singapore’s creative director Ed Cheong commented: “The range of healthcare innovations created by Philips are truly purposeful. Our role is to build upon these advancements with an equally powerful tool – empathy.

“While every relationship is different and precious, it is especially so for couples who have been married for decades. Each authentic narrative defines our project on what it means to Let Love Live,” he said.


Business Director: Francesca Babet
Senior Planner: James Honda-Pinder
Creative Director – Ed Cheong
Creatives – Sylvester Poh, Pearlyn Ong
Social Lead – Arushi Sharma
Production House – Hurrah! Productions


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