McCann Worldgroup Hong Kong visualises stress in campaign for insurance firm Cigna
Insurance firm Cigna has come up with a campaign called ‘See Stress Differently’ which provides a vivid visual depiction of stress. The campaign was created by McCann Worldgroup Hong Kong. It was launched in London on September 19.
A release from McCann said: “The first-of-its-kind technology visualises the physical signs of stress in the body and mind in real-time, using a ground-breaking composition of biometric data and digital art to educate the public about how stress not only affects us emotionally, but physically too.”
The campaign was created by McCann in partnership with teams from New York, Singapore, Bangkok, Taipei, Dubai and Johannesburg. It was driven by the statistic that while 84% of the world population suffers from stress, many don’t realise its ongoing impact.
The stress visualisation experience tour will extend to Cigna’s key markets and be supported by a global ad campaign.
Cigna International Markets chief marketing officer Heather Valteris: “Our survey data shows a rising incidence of stress across the world, and with chronic stress now widely recognised as a leading contributor to serious illness, we felt the need to inspire preventative care action for all people, not just our customers.
“The stress visualisation experience is a huge step forward in helping people to see stress as a physical health issue, not just an emotional one. If we start to see stress differently, we can start to take control of it in our everyday lives.”
McCann Worldgroup Hong Kong CEO Brandon Cheung added: “The partnership between McCann Worldgroup and Cigna over the years has been built on a shared belief that global brands have the power to positively impact the world. Continuing in this direction, we believe the stress visualisation experience will help reverse the global trend on stress and preventable illnesses caused by stress.”
Credits:
Agency: McCann Hong Kong
Executive creative director: Wen Louie
Creative director: Dan Jacques
Art director: Aneeza Arshad
Copywriter: Jules O’Brien
Senior creative: Phillip Lee
Executive producer: Andrea Ferronato
McCann New York:
Executive creative directors: Larry Platt, Daniel Rodriguez
Digital Artist Team:
Digital artist and experiential designer: Sean Sullivan, Evan Gannon
Creative technologist: Jeff Gelber
Production House: Benetone Films
Ravi is the editor at Mumbrella Asia. He has covered the marketing, advertising and media business for over two decades.
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