Man Travels Back in Time to Warn His Younger Self About Retirement Plan in Allianz Malaysia Campaign

Client

Allianz Malaysia

Agency

FCB Shout

Minerva Productions

When you think of campaigns for retirement plans, chances are, the first images that come to mind are those of an elderly couple strolling on a sandy beach, smiles and sun on their faces as they look towards the horizon with hope glinting in their eyes while the copy assures the audience that its savings plan will sufficiently prepare them for retirement.

“Be A-Z Ready For Tomorrow”, FCB SHOUT’s first campaign for Allianz Malaysia, peeled off these layers of outdated cliches, and instead focused on the issue at the centre of the retirement reality – preparing for retirement requires more than just saving money.

The “Be A-Z Ready For Tomorrow” campaign kick-started the conversation with a lighthearted film that saw the protagonist’s older future self travelling back in time to warn him about the perils that plagued their retirement, as a result of the retirement savings scheme he had just contentedly signed up for.


 

https://youtu.be/BjkhU2kD6ZM

“While it’s undeniable that savings is a critical component of retirement preparation, most Malaysians are under the impression that saving is the only thing that they need to do,” said Amy Loke, Chief Market Management Officer of Allianz Malaysia.

“The reality is, to plan for a total retirement, it is also essential to put other factors like healthcare cost and life’s unpredictability into consideration.”


 

“Challenging the traditional view will always come with resistance and skepticism, so we chose to bring the issue and Allianz Malaysia’s total retirement solutions to the audience’s attention using humour and entertainment to make our message more palatable,” said Suah Boon Chuan, Creative Director of FCB SHOUT.

“More essentially, we needed to show a true understanding of our audience’s desired future lifestyle, hence even our portrayal of retirement was reimagined based on the natural progression of their current way of life. There might be sci-fi elements in our spot, but we wanted it to be clear that the issue was anything but fictional.”


Credits

Title: Be A-Z Ready For Tomorrow

ALLIANZ MALAYSIA

Chief Market Management Officer: Amy Loke

Head of Brand & Marketing: Patrina Goh

Team Lead – Consumer Marketing: Jamie Wang

Consumer Marketing Specialists: Divya Pillay, Miki Yap, Shannon Yu

 

FCB SHOUT

Co-Owner & Chief Executive Officer: Shaun Tay

Co-Owner & Chief Creative Officer: Ong Shi Ping

General Manager: Syahriza Badron

Head of Creative: Wang Ie Tjer

Creative Directors: Jonathan Chan & Suah Boon Chuan

Associate Brand Director: Kong Pooi Ling

Brand Manager: Richie Chan

Senior Copywriter: Wong Ching Sin

Copywriters: Felice Puah & Sal Abdul Malik

Senior Designers: Clovis Liew & Muhammad Fadhli bin Aduan

Editor/Designer: Yong Li Ying

Designer: Lim Joe Ann

Senior Producer: Cheong Wai Leng

 

Main Film Production House: MINERVA PRODUCTIONS

Film Director: Hadi Hamid

Executive Producer: Chia Lok

Offline Editor: Gerard (DeTouche Post)

Online Artist: Yan Jun (DeTouche Post)

Colorist: Beh Jin Qiang (FilmTroop)

 

Main Film Audio House: AUDIO AFICIANADO

Studio Director: Farique Nadzir

Sound Engineer: Emy & Ayem

 

Social Experiment Production House: KDCo

Film Director, Colorist & Sound Engineer: Aaron Wong

Executive Producer: Fendy

Offline Editor & Online Artist: Izzati

 

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