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Prudential Malaysia: Jared Lee

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Imagine at the tender age of 14, a child can be diagnosed with leukemia. Or even at 30, a heart attack can strike with no warning. While the presumption of critical illness has often been associated with old age, Prudential Malaysia and Naga DDB Tribal chose to redefine its definition. PRUMy Critical Care, known as the brand’s critical illness plan, no longer reflected the term towards just one audience, but also the younger generation. No gender, race, or age could define the susceptibility of getting struck by it, because the reality is that critical illness doesn’t discriminate. The brand collaborated with four critical illness survivors: Filmmaker, Jared Lee; Radio DJ, Hisham Hamzah; Dancer, Emily Tan; and Auditor/Model, Jeslinda Paul, to raise awareness on the importance of being covered with a critical illness plan.
Credits Other credits

Client

Chief Brand Officer: Fiona Liao

Director, Brand & Communications: Angeline Tung

Senior Manager, Brand & Communications: Radziah Ismail, Diane Au

Manager, Brand & Communications: Joanne Choo

Agency

Chief Operating Officer: Clarence Koh

Brand Director: Rachel Chew

Brand Manager: Cheryl Loke

Brand Executive: Carmen Thong

Strategic Planning Director: Joanna Dorai

Head of AV: Sharon de Silva

AV Producer: Chris Lau

Head of Project Management: Chris Chan

Production

Assistant Director: Hadi Hamid

Colourist: Setyo Wib

Post Production: Dixon Yoong

Music Composer: Raof Zamirdin

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