in a year of endless twists and turns, great eastern, one of Singapore's leading insurance companies, wanted to inspire Singaporeans to live #lifeproof. to encourage them to take every curveball on the chin and keep fighting the good fight.
we started with a launch film built around some of the world's most popular google searches and their actual search numbers – based on the insight that the things we ask google reflect what life is asking of us.
Then we created a National Day film featuring news headlines from the past 55 years – headlines which show that resilience is in Singapore's dna, encouraging us to rise to the occasion once again.
with these, we brought alive a core truth that the great eastern brand is built upon.
life's questions do not define us. our answers do.
