Background Our challenge was to launch the FWD Insurance brand amidst intense competition among international and local insurance providers who have already established strong recognition and reputation in Hong Kong. Penetration of insurance products amongst Hong Kongers is already very high, with a few larger players dominating the scene. Approach For far too long, insurance has been sold on the notion of fear and uncertainty of the future. However, research yielded that today’s prospective insurance customers are characterised by their optimistic, youthful and seize-the-moment attitude to life. By buying insurance, they are not preparing for the worst but are preparing themselves to be their best today. Our brand campaign for FWD Insurance captures their fervour and passion for life. Based on the brand’s essence of Get Ready To Live – the campaign features real people and are shot entirely from a unique first person point-of-view, inviting the viewers to be part of the action. The message is clear – simply focus on fully living the moment and leave your worries to FWD Insurance.