THE UNDEFEATABLE CREW

TitleTHE UNDEFEATABLE CREW
BrandGREAT EASTERN LIFE ASSURANCE
Product / ServiceEMPOWERMENT OF PEOPLE WITH DISABILITIES / DISABILITY INSURANCE
CategoryA07. Use of Talent
EntrantBLKJ Singapore, SINGAPORE
Idea Creation BLKJ Singapore, SINGAPORE
Production BLKJ Singapore, SINGAPORE

Credits

Name Company Position
Melvin Ong Freelance Co-Director
Zoe Zora Freelance Set Designer
David Aitabir Freelance Visual Artist
Sophie Soon Freelance Lead Talent / Music Consultant
Joji Jacob BLKJ Creative / Co-Founder
Khalid Osman BLKJ Creative / Co-Founder
Lester Lee BLKJ Creative / Co-Founder
Michael Chin BLKJ Associate Creative Director
Joseph Chan BLKJ Associate Creative Director
Dalton Choo BLKJ Art Director
Seth Han BLKJ Copywriter
Rowena Bhagchandani BLKJ Chief Executive Officer / Co-Founder
Fiona Huang BLKJ Business Director
Wan Ru Sim BLKJ Senior Account Manager
Israel Tan BLKJ Account Manager
Nicole Peng BLKJ Account Executive
K Cheng BLKJ BLKJ
Caleb Huang Freelance Co-Director
Shaun Yeo Reel Loco Productions Executive Producer
Rennie Gomes Yellow Box Studios Executive Producer (Music)

Why is this work relevant for Entertainment?

This entry, for insurance brand Great Eastern, is about a production crew like no other. It comprises a music video.

Background

As societies become more inclusive, many inspiring stories about disability have emerged. But the truth is, most of these stories are still told through the eyes of abled-bodied people. So, when we were briefed to launch Great CareShield (a new disability insurance plan) in an empowering way, we decided to take the brief quite literally.

Describe the creative idea

Instead of just casting people with disabilities, we hired them as creatives and put them in charge of the production – letting them tell their own stories, their way.

Describe the strategy

We refused to go down the usual route of sappy storytelling, a route that most insurance companies in Singapore tend to take. Great Eastern is, after all, a company that seeks to empower people and help them 'live lifeproof'. We don't do pity. We don't patronise our viewers. And we're certainly not into fear-mongering. Our strategy was to bring alive the spirit of our brand, and of Great CareShield – a new insurance plan designed to help people rise above disability and stay on the path to their dreams.

Describe the execution

We identified 4 creatives with disabilities. 4 wonderful talents who would, perhaps, have never gotten the opportunity to work on such a large-scale production. The 4 of them joined forces to form a production crew like never seen before – and they worked with us to bring the vision of producing a music video alive. We captured their creative process and thoughts in a making-of video, which we shared on 26 October 2020. 1 week later, we released their musical masterpiece online and on 3 free-to-air TV channels, giving them an audience of over 3.4 million Singaporeans.

Describe the outcome

129% more online views than predicted. (Over 1 million in under a month.) Over 24,000 sign-ups for Great CareShield, our new disability plan. Most significantly, a production company reached out to our Director, Melvin, and invited him to work with them.

Links

Video URL   |   Video URL