Campaign Spotlight

Campaign Spotlight: Plan for the future – theirs and your own, says AIA’s new retirement campaign

SINGAPORE — Ogilvy has launched a new retirement planning campaign for AIA in Singapore,  titled “The Pianist: What will you do when they grow up?”. Headlining the campaign is a hero film telling the story of a father coming to terms with his own future after dedicating his life to helping his daughter pursue the dream she has for herself.  

The campaign follows the release of two studies surveying over 1,000 Singapore citizens and residents in 2021 revealing that Singaporeans spend 2.5 times more on their children’s needs than their retirement planning.  


Melita Teo, Chief Customer and Digital Officer, AIA Singapore, said, “Retirement planning is a cornerstone of long-term financial security and our recent studies found that 60% of Singaporeans face uncertainty in their future if they don’t make it a priority. Balancing our priorities is not always easy, but early planning can ensure a golden retirement is within reach. We’re delighted to work with Ogilvy, our long-standing agency partner, to  creatively drive this important agenda towards ensuring Singaporeans live not just longer, but also healthier  and better lives.” 

Nicolas Courant, Chief Creative Officer, Ogilvy, said, “We are pleased that after partnering AIA as its PR  Agency for a decade, we now have this opportunity to bring Ogilvy’s brand of borderless creativity to get  Singaporeans to plan for their retirement from early on. By turning the lens on the asymmetry between an obsession with achieving the future of their loved ones versus the neglect of their own, we hope to drive much-needed conversation, contemplation, and action.”  

The campaign will run on free-to-air and cable TV, digital, radio, and out-of-home from 7 July 2021.  

Ogilvy Singapore has been AIA Singapore’s Public Relations Agency on Retainer since 2010. In 2020, Ogilvy was re-appointed to handle communications duties for another three years and has also taken on its social media remit in April 2021.  

“This marks an exciting milestone in our 11-year partnership with AIA. Our role as strategic communications partner has come a long way since launching AIA Vitality in 2013 to celebrating AIA’s 90th anniversary in 2021,  and now collaborating on our first integrated marketing campaign. We take great pride in our shared goal with  AIA to motivate Singaporeans to live healthier, longer and better lives through meaningful communications,”  said Akashah Q, Executive Director, Public Relations, Ogilvy Singapore.  


Campaign Name: The Pianist – What will you do when they grow up?
Campaign URL:
Client: AIA Singapore
Creative Agency: Ogilvy Singapore
Media Agency: Arena Media
Chief Creative Officer: Nicolas Courant
Creative: Alessandro Agnellini, Shanghao Chen, Erwin Nah, Melvin Poon, Aaron Siaw, Alya Omar, Joe Tan, Crystal Chin
Strategy Director: Frederick Tong
Integrated Agency Leads: Akashah Q, U-Lynn Lee, Amanda Chong
Public Relations: Georgina Purdy, Michelle Lim, Louise Lam
Social Media: Brenda Ho, Rui Qi Lim, Jochebel Khong
Agency Producer: Josephine Pang
Post-production: Hogarth Worldwide
Post-producer: Abdul Rahim Abdul Rahman
Production House: The P Film Company
Director: Ros Yusof
Executive Producer: Aundrea Bligh
Producer: Billie Choo-Letts
Offline Editor: Azhar Ismon
Online: Davadrian Maramis , Shermin Chan
Colourist: Ng Tsu Jin
Photographer: Juliana Tan
Music: 1908 Scoring Studios
Exposure: Out-of-home, Broadcast, Digital

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