Income encourages Singaporeans to embrace their inner child and ‘fear less’
NTUC’s Income insurance has tied together the idea of childhood fearlessness with a lesson in proper financial planning in a new series of films.
Created by BBH Singapore and directed by Singaporean filmmaker Royston Tan, the first film takes viewers on a nostalgic trip down memory lane to the soundtrack of ‘Forever Young’ by Alphaville.
The campaign hinges of the idea that while an insurer cannot make everyone fearless like children again, “proper financial planning for protection and savings can help people to live with less fear”, the brand said in a statement.
Tan said: “I think the genesis of these films, and the idea of fearlessness and children stemmed from my own childhood living in a kampung. I remember my early days playing in the water catchment drains and swimming in a nearby lake; these are things that I would not dare do today. I wanted to capture children with that same energy, for audiences to reflect upon how much they have changed.”
NTUC Income has not shied away from hard-hitting campaigns over recent months. Its attempt to target “a new generation of women” by shedding the stereotypical image and roles they have historically been expected to play became a viral hit for the brand on social media.
Last year, the insurer also launched the campaign ‘People. First’, which used real incidences of selflessness that made the news to bring to life its brand message.
Credits
Executive Creative Director: Joakim Borgström
Creative Directors: Janson Choo & Khairul Mondzi
Copywriter: Stephanie Gwee
Art Directors: Kooichi Chee and Marcus Yuen
Planning Director: Thomas Wagner
Account Planner: Amanda Lim
Business Director: Bibiana Lee
Account Director: Manavi Sharma
Agency Producers: Vinda Karunan
Production House: Chuan Pictures
Directors: Royston Tan
Producer: Karen Khoo
Very cute and lovely ad, but Alphaville rights would have cost them a fortune.
ReplyAfter the utter debacle that is Ikea Memory Stunt, this is like a ray of sunshine.
Nice work y’all.
ReplyA very fine piece of work.
ReplyNo stunts. No gimmicks.
A nice idea, lovingly put together.
Finally, a film worthy of BBH.
Other than that, spot-on with the need for applause. Lovely work.
ReplyFinally, Wigley gets back a sliver of the rich BBH plot that was rudderless after Llewellyn’s exit. Nice creative anchor.
Agree with “Credit where due”. That Ikea Yanja memory con was probably the worst work from the agency, ever. See how nicely things can turn out when you genuinely apply your mind and heart to stuff, Borgström?
Well done Khairul. Good move, leaving Executive Chairman Neil Johnson’s mediocre hole when you did. You’re certainly dishing out a lot more mature stuff than any of his current DDB Creative Directors (and even Chief Creative Officer Chris Chiu) are.
ReplyWhy can’t one just compliment a piece of work (when it’s deserving) without slinging mud at other unconnected people?
ReplyCreatives face enough rejection on a daily basis.
A kind word when its thoroughly merited is like a cold beer after a long hard marathon.
Pass the BBH team a cold one.
It’s the encouraging thing to do.
Let’s try and do that without pissing at others for no reason just because one has an axe to grind.
1. You can’t sling mud at mud.
Reply2. Couldn’t spot any (sic) unconnected people in Salute’s comment. There were people responsible for the good work, and other screw ups who appear to have messed with Khairul’s young creative mind enough for him to desert DDB during his most impressionable days.
3. “A kind word when its thoroughly merited.” (It’s, not its. Just saying.)
Lol. Lou de la Pena’s Audi win for Publicis just battered DDB’s lead creative hulks. Time for mascara, boys.
ReplyNo Clou vs 2 Hot Air Balloons…..sounds like boring match.
Bournemouth vs Swansea would be more fun.
Regardless of who won, the Audi ads would still be crap.
ReplyCongrats to the team on this lovely spot. It’s a clear thinking with lovely storytelling. BBH should be proud of this work! Also, good job Steph, glad you escaped the shithole that’s publicis comms. You’re still one of the truly nicest creatives I’ve met.
ReplyShe escaped the clutches of Publicis Comms. [Edited under Mumbrella’s community standards] Still, smart move of her to move to BBH. Same goes for Khairul from DDBozos. Props to them both.
Replynicely la guys
ReplyHope you do realize that you now have a moral creative responsibility to rescue the rest of the shackled DDB interns [Edited under Mumbrella’s community standards]. We need more stars like you. Not poster pollutants at MRT stations.
ReplySaw that. Most of the lot sort of belonged to that gallery of mediocrity. Four DDB/ex-DDB mugs for a creative celebration sort of lowers the benchmark already. Then, some other riff raff and usual annual suspects. Val Cheng, Pang etc.
Was only confused by Gary Steele agreeing to let himself be featured there. He belongs to a higher order. I mean, would Droga let himself be featured among such lesser mortals?
Reply[Edited under Mumbrella’s community standards] It would be interesting though, if we had an unofficial ranking of the top 10 creative directors in Singapore.
ReplyI bet no one is on that gallery of mediocrity is reading this website, looking out for comments from you
ReplyHaha. Yeah. Those jokers are too busy figuring out why Singapore’s world class scientists, fintech gurus and legal eagles are earning about thrice the pathetic sals they crawl for in advertising agencies.
The Google Lab dudes look puzzled when passing this poster. One of them thought (maybe) the folks “painted logos”. Another argued that (perhaps) they wrote “catchy slogans and bylines”. The only ones grinning ear to ear are the marketing smarts at MediaCorp.
ReplyIt’s funny how they spun a mile long yarn on how the Anja nonsense came about and this nice piece has no behind the scenes insights.
I’d be very interested to know how this seeds for the idea were sown and how it came about. The insight of being born fearless and turning into pussies as we grow older is potent…but it’s a creative insight and not a strategic one. So would be great to know how the brief started out.
Right now, Royston [Edited under Mumbrella’s community standards]
The only thing I don’t like about this is the direction and overall film grading. He’s a bit overrated with his archaic kampung style.
ReplyThe creative person behind Ikea Yajna was someone called Nikhil from India who got creepy with some very dated and contrived puns.
See here: https://www.mumbrella.asia/2017/08/ikea-released-unforgettable-asian-catalogue-campaign-yet
Don’t see that Nikhil name in the credits for this work so guess that explains why this stuff is up there, while Yajna was not. BBH has been a bit rudderless since Steve’s exit, but this work from Khairul appears to be grooving in the right direction. Good on you Khairul. Hungry for more.
ReplyWas chuffed to see the credits list and recognise some of the nicest people in the creative scene. Kudos Janson and Khairul and Stephanie. Shows that being talented doesn’t mean being egotistical. A nice reminder that we can do well in this industry without resorting to big egos and mean spirits. The sheep company hires well.
ReplyI’ve always looked up to BBH for turning out really bright stuff for a local brand like NTUC. Not easy, but they keep pushing, and the work gets better. Contrast that with disgusting Yanja work for (what one would have thought was) a creative Swedish brand like Ikea.
Chris Chiu, when’s your DDB flock going to start delighting us with stuff like this man? HPB? DBS? Other exciting local clients? Not even a glimmer of hope from Neil or you meh? [Edited under Mumbrella’s community standards]
ReplyChris Chiu only answers to MediaCorp or SPH Ink Award microphones – not Cannes or D&AD ones – held max 5 mm from his quivering lips. Expect a spray of saliva as he lurches forward to answer.
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