Manulife invites Singapore to ‘Reimagine Ancient Tragedies’ and mull over the need for insurance
For its latest campaign, Manulife invites people to imagine how statues from classical antiquity might have turned out had they been protected by insurance. The ‘Reimagining Ancient Tragedies’ campaign was created by TBWA/Singapore and includes a film, OOH advertising and an augmented reality-powered exhibit.
A note from Manulife about the campaign said: “To bring it to life, we partnered with a sculptor to replicate the famous statues of Apollo, Venus de Milo, Euripides and Bathsheba.
“Through creative storytelling, the public is invited to reimagine these ancient tragedies across a series of engaging interactions over social media, outdoor and online activations.”
The campaign began with outdoor advertising on taxis and bus stop canopies. Apart from the film, it will also include a travelling exhibition featuring the statues, powered by augmented reality. The exhibition will play out across Singapore till September 1.
Scanning each statue gives an insight into its broken limbs and critical illnesses from a medical perspective: a backdrop to talk about the insurance firm’s range of plans.
‘Reimagining Ancient Tragedies’ will also be amplified by influencer engagements and lead generation exercises.
TBWA\Singapore’s creative group heads Colin Koh and Douglas Goh said: “We wanted to play on the drama and tragedy surrounding these famous ancient icons to first get the right attention this campaign message deserves.
“By bringing back Venus, Apollo, Euripides and Bathsheba, we’re hoping a little history will make a significant impact.”
Manulife vice president and head of branding, communications and sponsorship Cheryl Lim said: “Despite its tongue-in-cheek delivery, ‘Reimagining Ancient Tragedies’ has a powerful message.
“We want to highlight the importance of protecting yourself and making a responsible plan in the event of the many accidents and illnesses you can encounter in life.”
Manulife had also launched a campaign called ‘Mrs Fortune Teller’ earlier this year. Created by TSLA, that campaign aimed to draw in and connect with a younger target audience.
Is this for real?
ReplyBecause the average Singaporean knows Euripides and Bathsheba.
ReplyIsn’t Bathsheba the first homegrown company to launch a wholly organic line of personal grooming and toiletries across Asia?
I cracked up at WHAT IF APOLLO HAD BEEN PROTECTED BY MANULIFE?
Omg…and their planner is writing articles on Mumbrella about the future!
ReplyI don’t think any of these people qualified for insurance
cos they’re mythological characters…the stuff of myth….you know.
That video though….just awful….they spent a little money on some crude animation…and then put some radio DJ voiceovers on it.
How terrible!
ReplyReal insight into the local consumer and the insurance market. This will resonate deeply among all target audiences. They really found that consumer truth planners talk about. Perfect synergy with the insurance sector.
Highly disruptive work from TBWA. Creative off the charts.
Can’t wait to see the results. Expecting it to transform Manulife’s business in Singapore.
Can’t keep up the sarcasm for too long. I’m out.
ReplyWell, if only they had followed the creative brief which clearly said:
CATS ARE ANARCHISTS!!!
But no, they had to go off and do their own thing.
CATS was all about emotion at the deepest levels….this is just
Replysuperficial intellectual [Edited under Mumbrella’s community guidelines].
Just fell off my chair, should have got munulife astonishment insurance.
ReplyPlanning is about identifying the right consumer problem, and articulating a simple solution. The creative brief states the promise, the value proposition… what is the cultural truth, what is the category insight? Where is the tension in all of that? Planning’s job is to make sense of all of that and give the creative team a fighting chance.
And creative is about generating an idea that is relevantly abruptive.
What is this car crash?
ReplyI guess “the future happened” to the agency.
ReplyHave your say