Media: TV
Category: Finance & insurance
Client: NTUC Income
Agency: BBH Singapore
Production: Freeflow Productions
Country: Singapore
Director: Roslee Yusof
Executive Creative Director: Joakim Borgstrom
Creative Director: Janson Choo
Creative Director: Khairul Mondzi
Producer: Kim Lim
Planning Director: Thomas Wagner
Account Planner: Amanda Lim
Content Strategist: Audrey Phoon
Account Directors: Chloe Fair & Manavi Sharma
Published: August 2018
Synopsis:
NTUC Income, one of Singapore's largest insurers, has rolled out a new thought-provoking campaign to encourage Singaporean parents to plan for their retirement. Using the tagline "The Best Gift for your Child", the campaign seeks to address the tension that exists for Singaporean parents between spending on their children and saving for their retirement. Targeted at parents between 30 to 50 years old, the creative idea employs an interesting twist to communicate a common financial dilemma these parents face - risk being perceived as the 'worst parents' if they cut back on spending indulgently on their kids in their growing years, whilst ultimately doing so to save enough for their own retirement. In effect, that is the "best gift" they can give their children - financial independence when they reach adulthood, and peace of mind when it comes to their parents' financial well-being.