BBH Asia Pacific and NTUC Income challenge Singapore youth to be future ready before old age
BBH Asia Pacific has launched an integrated brand campaign for NTUC Income, challenging Singaporeans to be ‘future ready’ before they meet their future ‘older selves’ and realize they have not prepared themselves for old age.
The integrated campaign ‘FutureYou’ features creative work telling the story of young people who meet their future selves in both good and bad scenarios, and receive a reaction depending on how well they have planned for their future.
Naturally, a young person who’s had an early savings plan is gleefully met by his older ‘Future You’ self, while another young person idling away her savings is met by a rather distressed version of her present self.
The campaign rides on the back of a recent survey conducted by Nielsen with young adults in Singapore between the ages of 18 to 29. The survey revealed an overwhelming pessimism about financial preparation and retirement needs. The survey found that eight out of ten youth in Singapore are not confident about their current financial situation, while nine out of ten feel they are not financially ready for the future. The survey, which was commissioned by NTUC Income, covered more than 1,000 youth.
Jonathan Kang, Account Director, BBH Asia Pacific said, “It’s not necessarily easy to engage youth on the subject of saving and financial planning. But we felt that a punchy idea like this has great potential for cut through. There’s nothing so scary as meeting your future self! How will they feel about the current you?
Marcus Chew, Vice President of Marketing at NTUC Income added, “The reluctance of youth to think about financial planning is why NTUC Income feels the need to address such an important issue. We want to ensure Singapore’s young adults have all the help they need to future proof themselves.”
Credits – Chairman: Charles Wigley. Executive Creative Director: Scott McClelland. Creative Director: Peter Callaghan. Senior Art Director: Janson Choo. Senior Writer: Khairul Mondzi. Account Planner: Thomas Wagner. Account Director: Jonathan Kang. Account Executive: Cheryl Cheong. Head of Print: Brell Chen. TV Producer: Vinda Karunan. Director: Dogboy. TV Production House: LAVA. Photographer: Yang Tan. Print Production House: Purple Lab.
3 Comments
Pretty fresh way to flog insurance and investments.
Good grown up work in a tough category.
Take a bow boys and girls.
People meeting/running across their future version: only done about a dozen times so far…from norway to the usa.
yes, solid work and nicely done.