To launch the FWD Insurance brand in the Singapore market, and generate buzz as a disruptor in the insurance industry.

The Insurance industry celebrates being old. It consists of companies with large buildings, and skyline logos that inspire trust. FWD Insurance is new, online, and without credibility.

We need to discrupt the insurance category in order to stand out.

We created a launch campaign around how being new isn't a weakness, but our greatest strength. Because being new allowed us to start with a blank page and change things for the better.