Campaign Spotlight

Campaign Spotlight: Reprise & AIA’S CNY film invites Malaysians to discover the world of wealth

KUALA LUMPUR, MALAYSIA – Reprise Digital, the full-service integrated communications agency within the IPG Mediabrands network, was engaged by leading insurer AIA Malaysia to release a festive Chinese New Year (CNY) short film.

The film titled ‘Journey to the WoW’ sees a father narrating a bedtime story to his son on the eve of CNY. The tale centres around three travelers, each character representing a specific value that is integral to the World of Wealth – Ah Fook represents Plan Well; Ah Lok represents Protect Well; and Ah Sau signifies Live Well. Each comes with their own special ability that enables them overcome challenges and protect one another in their journey to the World of Wealth.


Amir Faiz, group creative director of Reprise said “The film was inspired through the imagination of what living a ‘Healthier, Longer and Better Life’ means. Wealth in its simplest form is an abundance of anything we find valuable. Yes, this could mean money, but we wanted to show that more than anything else, wealth is a way of life. The modern way of life is sometimes misinterpreted as being hedonistic. By showing these ideas of wealth through a classic folklore, it links to values most people hold dear to them that allow them to live their best life.”

World of Wealth, abbreviated WoW, is AIA Malaysia’s latest take on its on-going communications to inspire and encourage people to live not just healthier and longer, but to have a better life as well. The campaign also forms part of the insurer’s new Total Wealth Solution proposition which supports people to plan well, live well and protect well.

Chief Marketing Officer of AIA Malaysia Heng Zee Wang said, “One important message we wanted to bring forth to Malaysians this CNY is that being healthy physically, mentally and financially are all key to attaining true wealth. As the moral of the story goes, when you plan, live and protect well, you will be able to get the most out of life for yourself and your loved ones. The Reprise team have again been able to conceptualise these values of living a ‘Healthier, Longer, Better Life’, in an engaging and culturally relevant way, through the World of Wealth. Wealth at the end of the day, is a journey, and we want you to live your WoW life with AIA by your side.”

Amir added, “There were many sources of inspiration for us as we put this together. Little resemblances to plots or storylines of other popular shows or movies were intended to pique the interest of viewers. It was great to keep it topical to the challenges we all face ahead of us, and pepper in a good mixture of animation alongside the live shoot. We hope these insights from the World of Wealth bring about a ‘wow’ CNY for all Malaysians in the lunar new year ahead.”

The film has garnered almost 400K views on YouTube since its release.

View Journey to the WoW here:

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