FWD Insurance and DDB Hong Kong celebrate everyday heroes in new campaign in Asia

Regional life insurer FWD is set to launch its new brand campaign throughout Asia, with the hero television commercial celebrating the everyday confidence it takes to make small but always brave decisions that allow us to live fuller lives.

Entitled Everyday Heroes, the campaign, developed by DDB Group Hong Kong in conjunction with its network agencies across the region, features 12 scenarios that explore the difference that confidence can make to your life, no matter your age or stage in life. Each scenario was developed through a rigorous process of researching local insights from the markets FWD operates in throughout the region.

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The campaign’s centrepiece, produced by Media Monks, is set to the anthemic soundtrack Heroes by Alesso, courtesy of Universal Music Group. The scenarios will be tailored to the individual markets, providing the brand with a common but local narrative across the region.

“FWD has always celebrated living. In the Everyday Heroes campaign, we take time to show that moment of tension that we all experience before making big decisions, before ultimately reminding our audience that no matter what decision they make, our products have them covered,” said Tim Oliver, Group Chief Customer & Marketing Officer.

“As an agency, what makes this campaign so satisfying is the fact that, while our insights were derived locally, our executions have both humanity and a universal appeal. To us, that’s a sign that we’ve done our job as creative storytellers – a sign that has been borne out by research so far. So, we can’t wait for this to go to market,” said Andreas Krasser, Chief Strategy Officer for DDB Group Hong Kong.

The Everyday Heroes campaign will launch in Hong Kong with TV, digital and out of home executions commencing today. This will be followed by launches in Thailand, The Philippines, Vietnam, and Indonesia in coming months.

Credits –

Director, Brand Management and Development: Janelle Goh

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