Manila, 31 August 2022 – FWD Life Insurance (“FWD”) unveiled its new brand campaign – “press play” – which spotlights the brand’s promise to encourage and help empower Filipinos to celebrate living. The campaign, which took off from the regional debut started by FWD Group, is now live in the Philippines across multiple media channels of FWD.
The “press play” campaign is inspired by the stories of six, real-life heroes and features real moments and experiences as they navigate common themes that impact the day-to-day lives of people across Asia. Each of those featured took moments of pause to reflect on their lives and understand their personal objectives and dreams, in order to press play on reconnecting with loved ones, following their passions, taking risks and changing careers.
One of those featured in the “press play” campaign is Pau Javier from the Philippines, who built local pottery brand Wabi Sabi with her sister at the height of the pandemic in 2020. It started as a way for her to focus on her mental health amidst the series of lockdowns and working from home as an advertising producer. Today, she not only is successful in selling her hand-crafted ceramic wares, but also is popular among local celebrities and enthusiasts for her pottery workshops.
“Pau’s experience is a good example of why we’re encouraging every Filipino to ‘press play’ on their passions and dreams,” said Roche Vandenberghe, Chief Marketing Officer of FWD Life Insurance Philippines. “Through our brand campaign, we want people to know that they can shape their own life journey as they desire. At the end of the day, the goal is to celebrate living despite challenges. This is how we hope to transform the industry by changing the way people feel about insurance.”
The campaign capitalizes on the strength of the highly recognizable “play” symbol, consistent with the FWD philosophy that insurance should be a source of empowerment to enjoy life and celebrate it with confidence. This symbol is encapsulated in campaign videos remotely filmed and produced in five locations across Asia.
To view these videos and get inspiration on how you can press play on your own passions and dreams, visit fwd.com.ph/fwdpressplay .
About FWD Insurance
FWD Life Insurance Corporation (FWD Life Insurance) launched its commercial operations in September 2014. As of end-2021, FWD Life Insurance ranks 3rd and 5th in terms of Paid-up Capital1 and Total Premium Income2, respectively.
FWD Group is a pan-Asian life insurance business with approximately 10 million customers across 10 markets, including some of the fastest growing insurance markets in the world. In the Philippines, FWD has 18 business hubs located in key cities nationwide, with its headquarters in Bonifacio Global City in Taguig.
Established in 2013, FWD is focused on making the insurance journey simpler, faster and smoother, with innovative propositions and easy-to-understand products, supported by digital technology. Through this customer-led approach, FWD is committed to changing the way people feel about insurance.
For more information, please visit fwd.com.ph.
1 www.insurance.gov.ph > Statistics > Life > 2021 > Based on Paid-Up Capital
2 www.insurance.gov.ph > Statistics > Life > 2021 > Based on Total Premium Income
Rochelle R. Vandenberghe
Chief Marketing Officer
+63 2 8558 7306