The Drum Awards for Marketing - Extended Deadline

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Date: Aug 2018
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Singapore insurer NTUC Income is encouraging parents to plan for their retirement as that's the best gift they could give to their children.

The campaign titled 'The Best Gift For Your Child' conceptualised by BBH Singapore begins with the son on his wedding day, accusing his parents for being the worst. He goes on to give instances where he perceives himself worse off than his peers in his younger days, only to thank his parents later for giving him the best gift by sorting out their own retirement.

The campaign was done after a recent study commissioned by Income and conducted by Nielsen with over 400 parents (aged 30 to 55 years old) and some 200 youths (aged 19 to 25 years old) in Singapore.

Credits

Credit list:

Client: Income

Executive Creative Director: Joakim Borgstrom

Creative Directors: Janson Choo & Khairul Mondzi

Planning Director: Thomas Wagner

Account Planner: Amanda Lim

Content Strategist: Audrey Phoon

Account Directors: Chloe Fair & Manavi Sharma

Producer: Kim Lim

Production house: Freeflow Productions

Director: Roslee Yusof