Chubb Life HK’s campaign guides Art Basel participants on a personal journey of reflection

When you think of your last wish, what emotions surface? For most people, the topic evokes a complex tapestry of emotions, perhaps grief, anticipation of loss, or even unexpressed hopes.  

But Chubb Life Hong Kong's latest multi-award-winning initiative, "Every Wish Lasts" — designed with care by creative agency Projct — proves that, when done thoughtfully, even taboo conversations can be an inspiring and impactful way for people to come together. 

Showcased at Art Basel Hong Kong earlier this year, "Conversations of life: Every wish lasts" — an immersive experience sparked meaningful dialogues about legacy and life's most important conversations, creating ripples that spread to the next generation and beyond.  

The multisensory experience led guests on an evocative journey through their own inner world and unexpressed longings, as well as others. Each participant was paired with a personal guide and steered gently through a dreamy soundscape of strangers' last wishes before being asked to consider their own and cast them into a "wishing well" – the symbolic repository of unspoken yearnings and dreams yet unrealised. 

This forward-thinking approach was not simply about dazzling event-goers with technology, but about fostering an environment where visitors could contemplate what really matters to them, such as the lives they've touched and the memories they cherish. Through a seamless blend of digital artistry and people-centered storytelling, the experience gently encouraged attendees to express and even share their wishes for the future. The resulting reflections lingered long after visitors left the space.

The campaign's success in shifting mindsets and sparking meaningful exchanges has garnered impressive recognition. At the Marketing Events Awards 2025, it claimed six prestigious accolades, including Gold for Brand Experience, Best Digital Integration, and Best Event (Financial/Insurance), alongside Silver for Storytelling and Bronze placements for Best Engaging Event and Best Experiential Event.  

The campaign also distinguished itself at the MARKies Awards Hong Kong 2025, securing Bronze award for Best Idea - Brand Storytelling. The recognition is a testament to the campaign’s success in shifting mindsets and sparking meaningful exchanges around topics that are often shied away from. 

How can your wishes reflect your values and inspire a brighter future? The conversation has begun, and Chubb Life Hong Kong is ready to listen. 

This article is sponsored by Chubb Life Hong Kong.