AIA brand – What’s your why?
reversing a campaign mechanism in a follow-up campaign
Client: AIA
Media: online film
Background:
In a previous campaign under the patronage of David Beckham, AIA had asked consumers about their reasons to live a healthy lifestyle under the hashtag #What’sYourWhy. Most respondents answered that their children are the main reason to live healthily.
Campaign idea:
In this follow-up campaign, we gave children the chance to ask David Beckham about healthy lifestyle tips that concerned their parents.