Brief Explanation

‘Relationship Reconnect’, a film by Prudential Singapore, was inspired by American research psychologist Arthur Aron’s ground breaking experiment on developing intimacy between strangers. We used this experiment to bring 6 Singaporean pairs together (father daughter, husband wife, siblings) and got them to stare at each other for 4 straight minutes and then asked them about their experience. The experiment were documented into a film with a thought provoking CTA “Your relationships are precious, protect them.” One of the highlights in the film is when a daughter, while staring at the fine lines on her aging father's face, says with watery eyes, “We should really more spend time with our loved ones before they just leave.” The resulting films provoked people of Singapore to reassess their relationship and strengthen their emotional bonds with people that matter most. We used a relevant social tension and the brand’s voice to help people reconnect.