AIA Singapore released its first campaign featuring its global ambassador David Beckham inspiring people to live a healthy life for their loved ones. The film opens with David Beckham waking up early, running around Bangkok streets, eating healthy food and questioning people why he should be doing all of that.
The film titled 'What's Your Why?' is conceptualised by BBDO Singapore and directed by Academy Award-winner, Wally Pfister. The still photos of the film are shot by NYC-based photographer, Joey Lawrence.