FWD Group unveils new ‘press play’ campaign

FWD Group has announced the launch of its new “press play” brand campaign, which features six stories of people pursuing their personal objectives and dreams.

According to the pan-Asian insurer, the campaign highlights the FWD philosophy that insurance should be a source of empowerment to enjoy and celebrate life. Capitalising on the use of the highly recognisable play symbol, it features the experiences of six people from different parts of Asia as they navigate day-to-day challenges and pursue personal goals like reconnecting with loved ones, following their passions, taking risks, and changing careers.

“Our new brand campaign reflects the opportunities and challenges that people are facing as they think about their futures, and we want to inspire everyone to ‘press play’ to actively pursue their professional and personal passions and dreams,” said Ryan Jong Hoon Kim, group chief digital and marketing officer of FWD Group. “Our vision is to transform the industry by changing the way people feel about insurance. The campaign’s message of empowering individuals to celebrate living is a fitting expression of that commitment and our brand promise.”

The campaign is already live in the Philippines and Vietnam and will soon become available in other FWD markets across Asia. It was developed with the ad agency TBWA Singapore and production companies Sixtoes TV and AIRBAG.

“The creative idea ‘press play’ is a call to action to inspire and enable people to go out and press play on all the things that they are holding back on,” said Andy Grant, executive director of TBWA. “For the campaign we searched all across Asia to find real stories of people who are doing this. We hope that these stories inspire everyone to go out and press play today.”

“We recognised early on how FWD’s invitation to celebrate living has never been so apt as it is now, said Robin Nayak, TBWA’s chief strategy officer. “So, our approach to strategy was not to re-think it, but to find the most powerful cultural triggers to give it meaning: the real things people across this region had been forced to pause that FWD gives them the means to press play on.”