Campaign Spotlight

Campaign Spotlight: Income and BBH Singapore remind us of childhood fearlessness and challenge us to ‘fear less’

SINGAPORE – In a new brand campaign, Singapore insurer Income is tapping on the insight of childhood fearlessness, and sharing a lesson in living with less fear with proper financial planning.

A series of films, directed by imitable local filmmaker Royston Tan, accompanied with the soundtrack “Forever Young’ by Alphaville, takes us on a nostalgic trip down memory lane.

Following “People. First.” which shed light on Income’s beliefs as a social enterprise, Income’s new campaign reminds people of how they can help you “fear less”.


The campaign uses this insight to introduce Income’s POV: That while it would not be able to mitigate all fears and make everyone fearless again, with proper financial planning for protection and savings, one can take on life’s uncertainties and live life with less fear.

Said Royston Tan: “I think the genesis of these films, and the idea of fearlessness and children stemmed from my own childhood living in a kampung. I remember my early days playing in the water catchment drains and swimming in a nearby lake; these are things that I would not dare do today. I wanted to capture children with that same energy, for audiences to reflect upon how much they have changed.”

Said Janson Choo, CD, BBH Singapore: “During filming, we dared each other to jump off from the top of a flight of stairs. Not surprising that none of us did it! But this campaign is not about asking ourselves to try those things and be fearless again. It’s about reminding ourselves of how fearless we once were, and how we can live life with more certainty and less fear”

Said Marcus Chew, CMO, Income: “Our sense of fearlessness diminishes as we take on more responsibilities and live through different experiences as an adult. The campaign taps this insight and bring to fore the notion that with insurance, one can readily fear less and enjoy better peace of mind.”

The films are part of an integrated campaign spanning out- of- home, social and digital.



Executive Creative Director: Joakim Borgström

Creative Directors: Janson Choo & Khairul Mondzi

Copywriter: Stephanie Gwee

Art Directors: Kooichi Chee and Marcus Yuen

Planning Director: Thomas Wagner

Account Planner: Amanda Lim

Business Director: Bibiana Lee

Account Director: Manavi Sharma

Agency Producers: Vinda Karunan


Production House: Chuan Pictures

Directors: Royston Tan

Producer: Karen Khoo

Partner with adobo Magazine

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