Naga DDB Tribal Malaysia collaborated with four critical illness survivors in this campaign for Prudential. Filmmaker, Jared Lee; Radio DJ, Hisham Hamzah; Dancer, Emily Tan; and Auditor/Model, Jeslinda Paul, all featured in their own spot to raise awareness on the importance of being covered with a critical illness plan.
Imagine at the age of 14, a child can be diagnosed with leukemia. Or even at 30, a heart attack can strike with no warning. While the presumption of critical illness has often been associated with old age, Prudential Malaysia and Naga DDB Tribal chose to redefine its definition. PRUMy Critical Care, known as the brand’s critical illness plan, no longer reflected the term towards just one audience, but also the younger generation. No gender, race, or age could define the susceptibility of getting struck by it, because the reality is that critical illness doesn’t discriminate.
“The team was inspired to highlight the irony of young individuals at the prime of their lives and how critical illness struck unannounced. Despite the life-threatening disruption, they are now thriving in life. This struck a chord with Prudential’s brand belief of celebrating doers who take control of their own fate no matter what life throws at them,” said Jeremy Yeoh, Creative Director of Naga DDB Tribal.
This nationwide campaign was brought to life with contextual messaging that spreads from billboards to various social platforms.
Fiona Liao, Chief Brand Officer of Prudential Assurance Malaysia Berhad said: ”As a brand, we’re committed to helping Malaysians get the most out of life, by achieving financial freedom and peace of mind. With PRUMy Critical Care, we created tiered solutions to make healthcare affordable and accessible. We hope that with this campaign, it will steer Malaysians, especially the younger generation, to be more aware of their health and to take action by preparing for the unexpected. As we remain in a phase of uncertainty, to be ‘better safe than sorry’ couldn’t be more apt, now than ever.”
Chief Brand Officer: Fiona Liao
Director, Brand & Communications: Angeline Tung
Senior Manager, Brand & Communications: Radziah Ismail, Diane Au
Manager, Brand & Communications: Joanne Choo
Naga DDB Tribal
Chief Operating Officer: Clarence Koh
Chief Creative Officer: Alvin Teoh
Creative Director: Jeremy Yeoh
Creative Group Head: Gui Jiann Rong, Zahir Mazlan
Copywriter: Lysha Zulkifly, Jenatun Zulkifli, Jia Qi Ng
Art Director: Sara Chong, Jolian Chew
Brand Director: Rachel Chew
Brand Manager: Cheryl Loke
Brand Executive: Carmen Thong
Strategic Planning Director: Joanna Dorai
Head of AV: Sharon de Silva
AV Producer: Chris Lau
Head of Project Management: Chris Chan
Executive Producer: Chow Chun Son
Film Director: Soh Chia Lok
Assistant Director: Hadi Hamid
Producer: Nigel Pinto
Director of Photography: Tan Chee Yang
Art Director: Anthony Chan
Colourist: Setyo Wib
Post Production: Dixon Yoong
Music Composer: Raof Zamirdin