70 years of history all on an escalator

2 years ago

AIA Malaysia celebrates 70 years of history on an escalator 
AIA Malaysia, the insurance institution teamed up with Leo Burnett KL to produce a 70th-anniversary video that celebrates the company’s past while looking excitedly to the future.
It takes a twist when you discover the entire history takes place on an escalator.

“One of AIA Malaysia’s many milestones is the fact that its 1965 headquarters housed one of the first escalators in Malaysia,” said Iska Hashim, Group Creative Director of Leo Burnett. “So, when the team learned that fact, inspiration struck.”
Copywriter Pia Dhaliwal and art director Lee Shyyi found the escalator fact a perfect encapsulation of AIA Malaysia’s image.
“AIA’s message is all about looking ahead, innovating, bringing Malaysians to the next level,” explains Dhaliwal. “We thought it was a visual that could form a really solid basis for a film,” said Pia.
What resulted was a corporate video unlike any other, gamely brought to life by director Laura Low and her team at Restless Productions. While clearly depicting the broad themes and big picture of AIA Malaysia, Low’s detailed touch can be seen in the multitude of props and other unexpected elements in the film: from a cat to a cardboard car to a cool marching band.
“The film might be about our history, but thanks to Laura and the Leo Burnett team, it narrates our legacy in a fresh and exhilarating way,” observed Eric Chang, Chief Marketing Officer of AIA Malaysia.
“As a company, we recognise the importance of balance. We may have been around for 70 years, but we’re going to be around for a lot more. And we’re always going to be focused on helping Malaysians live healthier, longer and better lives,” concluded Eric.


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APPIES Malaysia is an annual 2-day Marketing Congress and Awards Festival showcasing, sharing and celebrating the country’s best marketing campaigns. Shortlisted entries will be judged by 24  leaders in the marketing industry who will put the presenters’ knowledge to the test in a unique Live Presentation environment.
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