Reposition life insurance in Hong Kong by breaking cultural taboos and sparking a real public conversation.
Chubb wanted to launch a life insurance product in a market saturated with smiling-family ads and silence around death.
We launched Every Wish Lasts, a citywide conversation that asked one question: When you’re no longer here, what’s your wish?
Starting with unbranded teaser walls and growing into OOH, social content, and cultural activations, the campaign turned private fears into public dialogue.
By grounding the work in real last wishes, Chubb was positioned not just as an insurer, but as the brand enabling conversations that matter.
The result: 10x leads, millions of views, and a brand now known not just for protection, but for starting the conversation no one else would.
role
Lead Strategist
industry
Life Insurance
skills
Brand strategy, campaign planning, experience design, content design, storytelling, OOH strategy, Community activation, Creative direction
