BBDO Singapore partners with AIA to produce Sleep Sufficiency programme

BBDO Singapore has worked with AIA to develop a regional programme to help people in Asia get more and better quality sleep. The assets created by BBDO include two brand films, social images and videos and print material, as well as launch content featuring AIA’s Global assets David Beckham, Tottenham Hotspur and Jeremy Pang.

Content was released in Singapore, Thailand, Malaysia and Indonesia in September and will be followed by further activations across the Asia Pacific Region.

As part of AIA’s promise to help people live Healthier, Longer, Better Lives, this initiative aims to tackle a key health issue in Asia, and break down some of the misconceptions around sleep, namely that sleep needs to be sacrificed in order to get ahead. In reality, sleep doesn’t impede a successful life. Rather, it enables it.

The important physical and physiological benefits associated with getting sufficient sleep are shared on AIA’s new sleep content hub (, which was announced at a media launch on September 16.

AIA Group’s Chief Marketing Officer, Stuart A. Spencer introduced the programme alongside Professor Michael Chee, one of Asia’s leading experts on the subject of sleep from Duke-NUS Medical School.

The emotive film poses the question, “Who will you be when you wake up?” and showcases the positive impact that getting more sleep can have – both on your life and the that of those around you. It was developed in partnership with Amsterdam-based director, Kay Lindhout and Singapore’s own Abundant productions.

The Social and Print illustrations were developed by leading London-based illustrator Ryan Todd. These will be complemented by social content from AIA’s global partners.

“Research indicates sleep deprivation greatly affects an increasing number of people in Asia and because of this, we are taking a stand, raising the issue and seeking to change the narrative that sleep is not worth our time; it absolutely is.

“This programme is the embodiment of our long-term commitment to helping our customers live Healthier, Longer, Better Lives. BBDO has done a great job bringing this idea to life.” – Stuart Spencer, Group Chief Marketing Officer, AIA.

Nick Morrell, Managing Director of BBDO Singapore commented “It’s staggering how much of an issue sleep deprivation is across Asia. We’re proud to have worked alongside AIA to deliver a programme that could really move the needle and help improve lives across the region.”

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