BBDO Singapore and AIA launch new campaign with David Beckham

BBDO Singapore and AIA Group Limited, the largest independent publicly listed pan-Asian life insurance group, have released their first campaign with global ambassador, David Beckham. 


The new campaign, launched across Asia-Pacific, is called ‘What’s Your Why?’, and reflects AIA’s commitment to helping people live longer, healthier, better lives. It features David Beckham, AIA’s Global Ambassador.

The ‘What’s Your Why?’ campaign is a new short video that was directed and filmed by Academy Award-winner, Wally Pfister, on location in Bangkok. It conveys personal stories of people and their motivations for leading a healthy lifestyle, including why David Beckham himself leads a healthy life. 

BBDO Singapore has created a fully holistic campaign that is socially-led, with the 60 second film the first of many assets to go live across Asia-Pacific. The film, still photos – shot by world-renowned NYC-based photographer, Joey Lawrence – and behind-the-scenes interviews with David and other original content will be distributed via multiple platforms, including digital, out-of-home, broadcast and live events.

As part of the launch, David Beckham will be undertaking the AIA Healthy Living Tour during the week of 18 September, visiting Hong Kong, Korea, Singapore and Malaysia.

Stuart A. Spencer, AIA Group Chief Marketing Officer, said, “We are delighted to be formally launching our partnership with David Beckham through the AIA Healthy Living Tour and the “What’s Your Why?” campaign, which highlights the many reasons why people want to live a healthy life. The campaign speaks to AIA’s strong commitment to partnering with our customers in 18 markets around the Asia-Pacific region to help them take steps to lead a healthier life.”

Danny Searle, Chief Creative Officer, BBDO Asia said, “I love working for clients who set out to change the game. And with AIA stating their intention to change insurance from being something that’s there to protect you when you’re sick, to being there to make your life better every day, is a huge change. Oh and, having the huge talent of David and Wally to work with, well that was a real bonus.”

You can check out the full campaign on its microsite


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