Local insurer Singapore Life has created a new brand campaign which anchors on the raw emotions experienced by parents when a new life is born. The campaign features six pairs of real-life parents during the moments of a live birth and aims to remind viewers of the innate need to celebrate life and protect the people they love.
According to Walter de Oude, CEO of Singapore Life, the campaign implicitly parallels what Singapore Life stands for and why it is here. It also aims to represent its understanding of the “unwavering decision” to protect the ones consumers love the most.
The campaign was conceptualised together with Dentsu Singapore and dentsu X. It will be rolled out online and across different above-the-line platforms, including taxis, from October 2017.
In the video, the journey and emotions of six couples were documented over the course of one month as they look forward to their newborns – from the weeks leading up to the delivery until birth. The spot was filmed by Sydney-based, photographer and videographer Hailey Bartholomew, known for her elegant black-and-white maternity shoots. Meanwhile, a new rendition of “Beautiful Dreamers” by songwriter Stephen Foster was also commissioned for the campaign with its lyrics rewritten.
In a press statement, de Oude explained that having a baby is the single most important reason for buying life insurance. This is because consumers don’t buy life insurance for themselves, but for others, for “those that would struggle” if they were no longer there.
“It’s a special advertisement. It stands for hope and for life,” de Oude said.
“Giving birth is one of the most incredible moments of our lives. It’s arduous, painful, and joyful all at the same time. We wanted to capture that moment on film with real Singaporean women. While most films that portray birth are glossed over, pretty and gooey, we wanted to show the rawness and reality of what it’s like to give birth,” Andy Greenaway, executive creative director, Dentsu Singapore said.
In June this year, Tokio Marine Life Insurance Singapore (TMLS) launched a campaign which also follows the journey of the birth of a child. Titled “#MyLoveForYou”, the campaign was inspired by the heart-warming moment of holding a newborn. It followed the journey of two couples in the final months of pregnancy.