FindMe-Time.com Turns Personal Time Into a Personalized AI Experience with FWD Insurance
In Thai society, the idea of “Me Time” is often dismissed as a selfish luxury, as cultural norms place family, work, and social obligations first.
However, growing awareness around burnout and the global trend of valuing personal space has created a shift in mindset. Thais now increasingly recognize the value of recharging for their mental and emotional well-being—but they still need emotional permission and practical inspiration to act.
Thai people crave moments to recharge and rediscover themselves, but guilt and societal expectations often stop them from prioritizing their own needs.
FWD ME Time – Your time is your power. Created in partnership with Spa-Hakuhodo Thailand, the campaign repositions “Me Time” from a guilty pleasure to a self-worth statement.
Transform the act of taking personal time into a cultural movement by offering a personalized and emotionally supportive experience using empathetic AI, powered by the voice and persona of a beloved Thai figure.
FWD Insurance does not want you to wait any longer. It’s time for everyone to have “Me Time” NOW. The question is: How can they take Me Time if they’ve never realized it’s a must? That’s how the Empathetic AI for Personalized Me Time was created, to show each person how to have their own Me Time.
The centerpiece execution, FindMe-Time.com, guides users through a friendly chat before generating a shareable Me Time video filled with inspiring activities tailored to their personality and lifestyle.
The heart and brain of the website is AI Buddy, FWD’s first-ever empathetic AI. Using Maslow’s hierarchy theory, it maps user needs, segments them into multitude of personas based on motivations and behaviors, and recommend practical, relevant Me Time solutions.
The output is a custom Me Time video with dynamic scripting, personalized visuals, and an AI-generated voice cloned of K.Pompam, one of Thailand’s most beloved influencers, speaking to you personally.
Each video feels like a message from a supportive friend—someone who listens without judgment and gently guides each person toward finding the Me Time that truly fits your needs.
The concept was also delivered through brand videos to raise awareness in having your Me Time. There are two versions that present Me Time from different perspectives. The first follows a woman who chooses running as her Me Time, even though she has a husband and child at home, and she enjoys it without feeling guilty. The second tells the story of a teenage boy working as a content creator, constantly surrounded by the sounds of productivity, but realizing it is okay to take a break, especially when his cat reminds him to slow down.
FWD insurance supports you to celebrate living, raises this awareness and provides the platform to bring everyone closer to fulfilling that ME time for yourself.
Credits
Pak Bunchusanong : Deputy Executive Creative Director
Permboon Permsirivisarn : Senior Art Director
Wariya Tianpitak : Senior Copywriter
Atittaya Jeerawatpong : Traffic Manager
Chanida Noikampan : Producer
Production House : Fine Clip House
Earnie Earn – Director
Client Service and Strategic Planning team:
Chanwit Trakoolpaiboolpol : General Manager
Lalada Tanthivitayamas : Group Account Director
Suppasiri Balachandra : Senior Account Manager
Supassara Sirichansakul : Senior Account Executive
Nattakarn Wattanamongkolsil : Executive Strategic Planning Director
Piriwan Lueangcharoenporn : Data Analyst
Website development:
Takayuki Kashiwazaki : Business Director
Anusara Hentoog : Strategic Planning Supervisor