HSBC Life Launches Campaign Powered by Critical Illness Fighters

HSBC Life has appointed GREY Hong Kong to launch its new “HSBC Swift Guard Critical Illness Plan”. Hesitant to create just another insurance campaign, GREY took inspiration from real-life critical illness fighters and survivors to manifest the idea of “Life Goes On”.

From actor Dickson Yu and KOL/magician Miss Hunny, to Sapphire Shen, Pitt Cheung, and Teriver Cheung — the collection of 5 are pioneers who redefined what it means to be critical illness fighters (also known as Life Goes Onners)

Not only are they the face of this campaign — they created it themselves. A campaign powered by Critical Illness fighters, for Critical Illness fighters.


In the thematic video, we see a production crew (the Critical Illness fighters) preparing to shoot a commercial. They take on their real-life professions as hairstylists, make-up artists, and musicians to bring the campaign to life.

The video idea draws similarities from the unexpected changes of shooting a commercial to the unexpected changes of life, reminding the audience that even in the face of uncertainties, the camera must keep rolling just as life must go on.

The campaign was taken further through a self-created exhibition (Life Goes On Concept Store) at one of Hong Kong’s recently revived heritage spots: Central Market.


Sapphire Shen, Pitt Cheung, and Teriver Cheung pulled from their perseverance and inner passions to create works inspired by their illnesses, in their respective professions. Not only has this not been done before — it showed everyone how life can go on even when faced with critical illnesses, speaking to the nature of HSBC Swift Guard Critical Illness Plan.

“We figured the best people to bring this message to life are none other than critical illness fighters themselves who are living their lives to the fullest,” said Sonic Choy, Creative Partner, GREY Hong Kong

“With the number of people suffering from critical illness on the rise, our aim is to offer a product that can provide cover for almost all types of critical illnesses with guaranteed full premium refund if customers have not made any claims by the end of the policy,” added said Daisy Tsang, Chief Distribution and Customer Officer, HSBC Life Hong Kong.

“This underscores our commitment to inclusive insurance – ensuring everyone can get the appropriate protection they need.


Client: HSBC Life Hong Kong
Creative Agency: Grey Hong Kong
Winky To – Regional Business Partner
Aman Lo – Senior Account Manager
Kelly Wu, Yannie Cheung – Account Executive
Sonic Choy – Creative Partner
Rick Kwan – Creative Partner
Kenny Ip – Creative Director
Shawni Cheung – Creative Director
Jeanie Leung – Senior Art Director
Hayden Lee – English Copywriter
Tiffany Leung – Senior Strategic Planner
Catalina Fok – Senior Producer
PR & Event Agency: Hill+Knowlton Strategies HK
Media Agency: PHD Hong Kong

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