AIA Group has released their first campaign featuring its global ambassador David Beckham inspiring people to live a healthy life for their loved ones.
The film titled 'What's Your Why?' is conceptualised by BBDO Singapore and directed by Academy Award-winner, Wally Pfister. 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 still photos of the film are shot by NYC-based photographer, Joey Lawrence. Behind the scenes interviews with David Beckham and other original content will be distributed via multiple platforms, including digital, out-of-home, broadcast and live events.
Stuart A. Spencer, AIA Group chief marketing officer, said: “We are delighted to be formally launching our partnership with David Beckham through the AIA Healthy Living Tour and the “What’s Your Why?” campaign, which highlights the many reasons why people want to live a healthy life. The campaign speaks to AIA’s strong commitment to partnering with our customers in 18 markets around the Asia-Pacific region to help them take steps to lead a healthier life.”
Danny Searle, chief creative officer, BBDO Asia, said: “I love working for clients who set out to change the game. And with AIA stating their intention to change insurance from being something that’s there to protect you when you’re sick, to being there to make your life better every day, is a huge change. Oh and, having the huge talent of David and Wally to work with, well that was a real bonus.”
As part of the campaign, David Beckham will be undertaking the AIA Healthy Living Tour during this week, visiting Hong Kong, Korea, Singapore and Malaysia.