FWD is launching a regional campaign throughout Asia, featuring a TVC which celebrates everyday heroes.
With the title of “Everyday Heroes”, the campaign consists of 12 scenarios that explore the difference that confidence can make to people’s lives, no matter their age. The scenarios will be tailored to individual markets, providing the brand while maintaining a consistent theme across the region.
“FWD has always celebrated living. In the campaign, we show the moment of tension that we all have experienced before making big decisions, prior to ultimately reminding our audiences that no matter what decisions they are going to make, our products have them covered,” said Tim Oliver, group chief customer & marketing officer of FWD.
Developed by DDB Group Hong Kong, in conjunction with its network agencies across the region, the campaign will launch in Hong Kong with TV, digital, and out-of-home executions commencing on 18 January.
“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 and a sign that has been borne out by research so far,” said Andreas Krasser, chief strategy officer of DDB Group Hong Kong.
The campaign will kick off in Thailand, the Philippines, Vietnam and Indonesia in the coming months.