Great Eastern's new brand film turns life’s storms into stories of strength

Great Eastern Singapore has unveiled its latest brand film, a cinematic ode to resilience that pairs raw emotion with storytelling that feels both intimate and universal.

Created in close collaboration with Directors Think Tank founder Rajay Singh and BLKJ Havas Singapore, the campaign showcases the strength to keep moving forward even through life’s hardest storms.

The film follows the journeys of four individuals navigating personal challenges — setbacks, moments of doubt, and struggles — yet finding courage to push on, laugh, and dance despite life’s weight.

Don't miss: Great Eastern refreshes logo as it marks 117 years

Central to the narrative is the insurance giant itself, portrayed as a quiet pillar of protection and confidence behind each story.

Carrying the emotional arc is a reimagined version of Andra Day’s iconic track Rise Up, which elevates each beat of the campaign and complements Singh’s focus on authentic human stories.

“We shot the film over four days, moving between real-life moments and stylized flashbacks that show the struggles each person faces,” said Singh.

“That mix of reality and drama makes the emotions more powerful, while still leaving space for hope. The collaboration with BLKJ Havas was also key — with so many ideas and discussions shaping how the story came to life. I’m really thankful to the team for their support throughout," he added. 

The campaign comes as Great Eastern Singapore marks its 117th anniversary, a milestone that coincides with a refreshed corporate identity and a set of strategic growth priorities, signalling a new chapter in the insurer’s transformation into a forward-looking, data-driven, and future-ready organisation.

Central to the revamp is a modernised logo, which reinterprets the company’s iconic lion motif. Each element carries symbolic meaning: the tail represents leadership and communication, the paw signifies confident forward strides, the mane reflects ambition and passion, and the eyes are fixed firmly on the future.

The bolder wordmark projects confidence, while the updated tagline, “An OCBC Company,” unifies the Group’s identity across its life, general, takaful, and financial advisory offerings, reinforcing its position as a cohesive, forward-focused brand.

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