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.   


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