New campaign for AIA Vitality from Leo Burnett Malaysia features self-aggrandising rabbit

A new campaign for AIA Vitality from Leo Burnett Malaysia called ‘Your Health Buddy’ features a delusional rabbit who imagines himself to be inspiring his owner into making healthier life choices.

Move Well | AIA Vitality

Not exercising enough? Making little healthy changes is more fun and rewarding with AIA Vitality!

Posted by AIA Malaysia on Monday, 15 April 2019

Eat Well | AIA Vitality

Reaching for unhealthy food too often? AIA Vitality motivates you to make little healthy changes to eat better!

Posted by AIA Malaysia on Monday, 15 April 2019

Rest Well | AIA Vitality

Yawning throughout the day? Getting enough sleep is now more rewarding with AIA Vitality.

Posted by AIA Malaysia on Monday, 15 April 2019

Speaking about the campaign and its creative treatment Leo Burnett Malaysia executive creative director Iska Hashim said: “We needed a good way to showcase our message: that if you want to get healthy, AIA Vitality can be a valuable partner.

“Our rabbit was a nice way of setting that up. He may be mistaken about being a health partner, but he’s very integral to the campaign.”

The rabbit will appear not just in the films but also on billboards.

Speaking about the campaign, AIA Malaysia chief marketing officer Heng Zee Wang said: “As much as we want to encourage Malaysians to lead healthier, longer, better lives, we don’t want anyone to feel too intimidated to get started.

“We want to break it down into little changes that people can make more easily: having less rice and more vegetables at lunch, cutting down on sugary drinks, walking more, sleeping an hour early. Simple, doable things that people can incorporate into their daily lives.

“This campaign succinctly captures the spirit of AIA Vitality, our science-backed health programme that supports, motivates and rewards people for taking steps – however small – to make healthier choices, every day. After all,” he notes, “not everybody has a rabbit role model to inspire them to live healthy.”


Chief marketing officer: Heng Zee Wang:

Associate brand director: Chan Ming Yen

Brand managers: May Ching, Kristen San, Choy May Yee

Senior associate – digital marketing: Ong Luei Hann

Executive creative director: Iska Hashim

Group account director: Coco Carreon

Copywriter: Pia Dhaliwal

Senior art director: Lee Shyyi

Junior copywriter: Kate Loh

Junior art director: Cheryl Tong

Project manager: Zahirah Hussin

Agency producer: Nuralyya Soraya

Production house: Directors Think Tank

Director: Sling Ng

Line producer: Tan Shu Ying

First assistant director: Tek Nam Cinematographer: Moothedath Anu

Editor: Affandi Jamaluddin

Post-Production: VHQ Post KL

Music: Canang Studio Sdn Bhd



Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing