Campaign Spotlight

Campaign Spotlight: Prudential and Naga DDB Tribal turn new norms into wellness opportunities with creative QR calendar

KUALA LUMPUR, MALAYSIA — As we stand together in this ‘new norm’ with more resilience than ever, we also look forward with confidence towards a brighter future. So for 2022, Prudential set out to turn everyday pandemic obstacles we’ve come to normalize into wellness opportunities that refresh and rejuvenate.

Together with partner agency Naga DDB Tribal, the company released their annual brand collateral collection—the highlight of which were table-top calendars—inspired by a new norm Malaysians were all too familiar with: the QR Code.

“We realized that the QR code had become part and parcel of our daily lives. From check-ins to menus, it served as a constant reminder of the pandemic,” explains Associate Creative Director, Naqib Shamsuri. “And since we all have our QR camera handy, why not give Malaysians something positive to do with it.”


The ‘Code to Wellness’ unlocks a wonderful world of wellness not just for users of the calendar and other brand collateral, but for all Malaysians through its online website, Prudential Malaysia’s social media platforms, as well as their official health & wellness app ‘Pulse by Prudential’. Just scan the QR Code every month and get access to wellness advice, activities and even rewards to transform your year into an exciting journey of wellness.

Amidst these uncertain times, Prudential’s calendar empowers Malaysians to live with confidence with small actionable steps.

“As a brand, we’re all about giving our customers the opportunity to live with confidence. This calendar gives us just that with a year’s worth of health and wellness activities to help transform our lives for the better,” said Head of Brand & Communications of Prudential Assurance Malaysia Berhad, Angeline Tung Tze Ling.

The Code To Wellness campaign is already off to a stellar start with January’s activation achieving full capacity. Join Prudential in taking small monthly steps to discover new and rewarding ways of doing wellness so you can live with confidence. Learn more at

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