Singapore-based content marketing firm Click2View has created a series of online videos for insurance firm AIA. Claiming to take inspiration from the work of Wes Anderson, the films feature a humorous spin on the loss of productivity caused by employees calling in sick, or being otherwise unhealthy.
Speaking about the strategy driving the films, Click2View’s commercial director and co-writer on the campaign Artur Akhmetzyanov said: “Asia loves emotional “sadvertising” videos. We decided to take an alternative comic perspective on the topic of corporate wellness, inspired by Wes Anderson visual aesthetics.
“As a stand-up comedian, I am happy to see more clients willing to add humour to their brand storytelling. The intended result was to inspire and encourage Singapore employers to think about their staff and invest in a healthier and more productive workplace.”
The ads are part of a purely online campaign for AIA. Akhmetzyanov added: “There will be no paid media promotion. The client planned to publish the videos on social channels and include them together with relevant articles.”
AIA Singapore’s chief customer and marketing officer Ho Lee Yen said: “With this video series, AIA Singapore shares our promise to help people live healthier, longer, better lives in a more light-hearted way.”
Client (AIA Singapore)
Ho Lee Yen: Chief customer and marketing officer
Joanna Ong-Ash: Head of brand and corporate communications
Elizabeth Wong: Manager of brand and corporate communications
Artur Akhmetzyanov and Jeremy Mackie: Co-writers
Jeremy Mackie: Video content director
Simon Kearney: CEO and editor-in-chief
Russell Morton: Director and DOP
Wenzheng Lin: Producer
Nigel Fernandez: Editor
Ernie Sulastri: Motion graphics designer
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