Campaign details

Brand: FWD Insurance
Brand owner: FWD Group
Lead agency: DDB Group Hong Kong
Country: Hong Kong, Philippines, Thailand
Industries: Insurance
Media channels: Online video, Outdoor, out-of-home, Print, Social media, Television
Budget: 1 - 3 million

Executive summary

Over five short years in the region, FWD has established itself as a different kind of insurance brand. As an insurance company that celebrates living, it has set itself apart with a refreshingly positive and energetic brand tone. However, this point of differentiation came at the cost of brand attribution and category relevance. With its latest regional campaign, 'Everyday Heroes', riding on the same positive and encouraging tone, FWD reconnects with consumers with an emotionally relevant and impactful campaign that is unmistakably FWD – what changed was merely the difference of one second in storytelling.

Market background and cultural context

Context