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Creative work of the week APAC: Manulife puts personality into insurance by focusing on how people can achieve their dreams

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The winner of this week's creative work of the week in Asia Pacific is Manulife, which launched three films in the Philippines as part of its 110th anniversary campaign, showing how a Manulife plan can help people achieve their dreams.

The campaign was created by JWT Manila and the first film is called 'Ring', which showcases Manulife’s Affluence Gold, where taking a life-changing trip can be a reality. It features a planner like Matthew, an affordable one-time investment meant being able to take that trip of a lifetime with his girlfriend and take their relationship to the next level.

The second film, called 'Rockstar', showcases Manulife’s Education Builder, which shows that a prestigious education for children is never impossible. It features a girl finally achieving her dream of going to university and making her parents proud.

The third film, called 'Ride', showcases Manulife’s Affluence Builder Plus, which aims to show people that they can live out their passion sooner than they think. It features Jeric, an executive in his 40s, using the plan to pursue his passion and make a living out of it.

“Life insurance is no longer just about protecting ourselves and our families from the unexpected. Life insurance is also about investing and building funds for the future," said Melissa Henson, senior vice president and chief marketing officer, Manulife.

"And Manulife is here to provide financial solutions that can help Filipinos take that first step toward turning what ifs from possibilities to reality."

JWT Manila: Manulife 'How insurance can help achieve dreams'

Agency: JWT Manila
Client: Manulife
Date: August 2017
Manulife has launched three films to give new meaning to insurance especially to the younger markets.  The films, created by JWT Manila as part of Manulife's 110th anniversary campaign, aim to resonate with people using stories of how a Manulife plan could help them achieve their dreams - like being able to take on a life-changing trip, starting your dream business, or even pushing your child to reach greater heights.
A lot of people still associate insurance with unfortunate life events. They still see it in a traditional way. For some, insurance is something only for emergencies. It's what they leave their family when they're gone or something unexpectedly happens to them. Or it's something they won't be able to enjoy while they're alive and strong.
The brand wanted to drive consideration and conversion by showing tangible and direct ways Manulife can help people achieve their dreams. For this new campaign, Manulife wanted to give insurance new meaning - a whole new positive meaning.
Credits:
 
 
Client: Manufacturers Life Insurance Co.
Melissa Henson — SVP, Chief Marketing Officer
Kay Wong — VP, Head of Branding & Digital
Paola Yamsuan — Senior Manager - Branding, Marketing
Agency: J. Walter Thompson Philippines
Golda Roldan – Managing Director
Dave Ferrer – Chief Creative Officer
Brandie Tan – Executive Creative Director
Javey Villones – Creative Director/Art Director
Bob Cruz – Associate Creative Director / Art Director
Tim Villela – Associate Creative Director / Copywriter
Albert Millar - Copywriter
Joei Calixto – Copywriter
Angelique Vergara – Account Manager
Pam Garcia – Executive Strategic Planning Director
Sam Zetha — Integrated Strategic Manager
Dana Ledesma — Junior Strategist
Producers:
Jeng Gambol Floresca
Lyda Aguinaldo
Production: Film Pabrika
Director - Lyle Sacris
Cheska Ramos – Line Producer
Marivic San Juan/Jing Lopez — Executive Producers
Debbie Villanueva — Production Design
Cris Pasturan - AD 
Sheenly Gener (Rockstar)  -  Asst AD
Liza Apuyan — Production Manager
Production staff:
Joy Orio
Regina Inocencio
Robert Cuevas
Aldo Directo
Neil Jara
Ickoy Manzano
Director of Photography:
Lyle Sacris ( Ring)
JA Tadena (Ride/Rockstar)
Hong Kong camera operators:
JC Valencia
Carlos Mauricio
Gian Caluag
Ardan ArcegA
Soundman:
Miguel Hernandez (Ring)
Jojo Gonzales (Ride/Rockstar)
Casters:
Charmaine Betudio
Nestea Naesa Jr
Make up:
Face One (Rockstar)
Pedi Acebo ( Ride)
Post Production — Pabrika
Omnibus:
Jose Alfaro Azucena (offline)
Cris Cantos (online)
Ring:
Bien Felix ( offline)
Cris Cantos (online)
Rockstar:
Cris Cantos ( Offline/Online)
Ride:
Jose Alfaro Azucena (offline)
Anj Laparan (Online)
Grading: 
Barebones
Musseli Cruz
Aurie Anden
 
Tags: Philippines
 
 
 
 
 
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