AIA Group: Who Will You Be When You Wake Up?

BBDO Singapore has worked with pan-Asian life insurance company AIA to develop a regional programme to help people in Asia get more and better quality sleep. The campaign launches with an exuberant film that asks 'who will you be when you wake up?'. The assets created by BBDO include two brand films, social images and videos and print material, as well as launch content featuring AIA's Global assets David Beckham, Tottenham Hotspur and Jeremy Pang. Content was released in Singapore, Thailand, Malaysia and Indonesia in September and will be followed by further activations across the Asia Pacific Region. As part of AIA’s promise to help people live Healthier, Longer, Better Lives, this initiative aims to tackle a key health issue in Asia, and break down some of the misconceptions around sleep, namely that sleep needs to be sacrificed in order to get ahead. In reality, sleep doesn’t impede a successful life. Rather, it enables it.