STAND UP

TitleSTAND UP
BrandMANUFACTURERS LIFE INSURANCE CO. (PHILS)
Product / ServiceMANULIFE
CategoryA01. Creative Effectiveness
EntrantJ. WALTER THOMPSON PHILIPPINES Makati City, THE PHILIPPINES
Idea Creation J. WALTER THOMPSON PHILIPPINES Makati City, THE PHILIPPINES

Credits

Name Company Position
Dave Ferrer J. Walter Thompson Philippines Chief Creative Officer
Golda Roldan J. Walter Thompson Philippines Managing Director
Brandie Tan J. Walter Thompson Philippines Executive Creative Director
Javey Villones J. Walter Thompson Philippines Creative Director / Art Director
Albert Millar J. Walter Thompson Philippines Copywriter
Boyet Custodio J. Walter Thompson Philippines Associate Creative Director / Art Director
Pam Garcia J. Walter Thompson Philippines Executive Strategic Planning Director
Iya Forbes J. Walter Thompson Philippines Planner
Pat Cui J. Walter Thompson Philippines Senior Account Manager
Angelique Vergara J. Walter Thompson Philippines Account Manager
Pao Acosta J. Walter Thompson Philippines Client Service Director

Brief Explanation

Manulife wanted to reach out to a younger Filipino market. But, they only perceive insurance as something needed at a later point in life. An investment for when you have a family to take care of instead of an investment they can benefit from while they’re at their prime. In fact, according to Entrepreneur.ph, “It has not been easy selling life insurance in the Philippines. With a median age of only 23.4 years, one of the lowest in the world, Filipinos can’t be blamed for postponing thoughts about mortality. As a result, life insurance penetration in the country – the ratio of premiums to GDP – stood only at 1.75 percent in 2015. That’s almost half the 3.5 percent average in Southeast Asia.” Manulife needed to go beyond awareness. They had to prove their relevance to the young Filipinos. And so, Stand Up was born. A story whose central character is patterned after the younger generation—a young guy passionately striving to reach their dreams. The film follows Vic’s journey from struggling comedian to successful performer. Through the years, his dad is there with him, patiently listening to all his hit or miss jokes. And with his constant support, Vic was able to fulfill his dream and dedicate a heartfelt set in tribute to his father. The film helped establish Manulife as the beacon that will always be there for their clients, helping them achieve their dreams. It was posted on social media to make it more accessible to younger Filipinos. And immediately, their reaction was overwhelming. The film amassed a total of over 14 million views and became the highly talked about, specifically by the younger generation. With a simple story, Manulife became relevant to a market that otherwise didn’t care about insurance.