A few days ago, I went to the media launch of FWD Life Insurance (“FWD”)'s newest brand campaign “press play”.
Over good food and fun company, I was able to discover not only FWD's unique insurance products (like the FWD Babyproof insurance for the babies!), but also how the brand encourages us Filipinos to “press play” by encouraging and helping empower Filipinos to celebrate living. We also tried pottery with Wabi Sabi Studio's Pau Javier, one of the featured stories for the brand campaign. It was an inspiring day that I am glad I went!
The campaign, which took off from the regional debut started by FWD Group, is now live in the Philippines across multiple media channels of FWD. It is inspired by the stories of six, real-life heroes and features real moments and experiences as they navigate common themes that impact the day-to-day lives of people across Asia.
Each of those featured took moments of pause to reflect on their lives and understand their personal objectives and dreams, in order to press play on reconnecting with loved ones, following their passions, taking risks and changing careers.
This campaign made me think on a personal level. After over 2 years of pause, where do YOU want to "press play" in life? Is it to on happiness, well-being, possibilities, new beat, courage, or on family? For me, it's to "press play" on New Beat: to find myself again by trying new things and exploring the world all over again. I am sure the pandemic brought about changes in our life goals, priorities, etc.
Meanwhile, one of those featured in the “press play” campaign is Pau Javier from the Philippines, who built local pottery brand Wabi Sabi with her sister at the height of the pandemic in 2020. It started as a way for her to focus on her mental health amidst the series of lockdowns and working from home as an advertising producer. Today, she not only is successful in selling her hand-crafted ceramic wares, but also is popular among local celebrities and enthusiasts for her pottery workshops.
At the Wabi Sabi studio to learn pottery with Pau. It was super challenging to control the wheel and clay, but also super fun!
I like FWD's response on why they got Wabi Sabi's Pau Javier as the Filipino representative for the Press Play campaign. Aside from inspiring us that it's not too late to change directions and passions, pottery as an art also has similarities with living. That we are in charge of moulding and shaping our lives, and although each product turns out different from others even after following the same steps and using the same tools, they are all equally beautiful.
“Pau’s experience is a good example of why we’re encouraging every Filipino to ‘press play’ on their passions and dreams,” said Roche Vandenberghe, Chief Marketing Officer of FWD Life Insurance Philippines. “Through our brand campaign, we want people to know that they can shape their own life journey as they desire. At the end of the day, the goal is to celebrate living despite challenges. This is how we hope to transform the industry by changing the way people feel about insurance.”
The campaign capitalizes on the strength of the highly recognizable “play” symbol, consistent with the FWD philosophy that insurance should be a source of empowerment to enjoy life and celebrate it with confidence. This symbol is encapsulated in campaign videos remotely filmed and produced in five locations across Asia.
To view these videos and get inspiration on how you can press play on your own passions and dreams, visit fwd.com.ph/fwdpressplay
Learn something new, try pottery with Wabi Sabi: https://www.wabisabistudioph.com. 1-Day Wheel Throwing Crash Course starts at Php 4,400.
Location: Wabi Sabi Studios 187 N. Averilla Street, San Juan, Metro Manila, Philippines
Post a Comment
Your turn! Always excited to read your comments! :)