INITIATIVE STUDIOS & ZURICH MALAYSIA EMBODY CARE IN COUNTLESS WAYS WITH NEW BRAND CAMPAIGN ‘CARE FOR WHAT MATTERS’

Initiative Studios, the media-fuelled creative content practice within the IPG Mediabrands network, has partnered with Zurich Malaysia for the launch of their new ‘Care For What Matters’ brand campaign.

‘Care For What Matters’ was launched at Zurich Malaysia’s media event on 30 August, where the brand film The Future That Matters was unveiled. The brand campaign affirms Zurich Malaysia’s commitment to creating a brighter future through positive impact, while embracing a sense of responsibility towards what truly matters.

Andrew Shee, Executive Creative Director of Initiative Studios said, “The campaign encompasses an array of impactful initiatives that will run concurrently throughout the year, reinforcing Zurich Malaysia’s commitment to building a brighter future together.

The film depicts care in many ways such as at home, in business or school, on a trip, and for the planet, reflecting the true concerns and aspirations of Malaysians. Showing how Zurich Malaysia strives to be the preferred partner of Malaysians throughout their life journey, regardless of the future they may dream of.”

The brand campaign seeks to connect with individuals and families, underpinning Zurich Malaysia’s range of product categories, including life, home, health, savings, investment, vehicle, and business.

Erin Hwang, Head of Brand Marketing and Communications of Zurich Malaysia said, “‘Care For What Matters’ has been carefully crafted to demonstrate Zurich Malaysia’s commitment to the future and the world around us.

The brand campaign speaks to Malaysians from all walks of life, capturing their hopes and dreams to create a brighter future that is not just financially secure, but mindful of our social and environmental footprint.

The Initiative Studios team have captured the essence of Zurich Malaysia, and we are excited to envision this future together.”

The brand film is directed by Chevie Law, with Directors Think Tank as the production house.

For further insights into the #CareForWhatMatters brand campaign and Zurich Malaysia’s holistic approach to building a brighter tomorrow, visit: www.zurich.com.my/CareForWhatMatters.


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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

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