Title | THE UNDEFEATABLE CREW |
Brand | GREAT EASTERN LIFE ASSURANCE |
Product / Service | EMPOWERMENT OF PEOPLE WITH DISABILITIES / DISABILITY INSURANCE |
Category | A07. Use of Talent |
Entrant | BLKJ Singapore, SINGAPORE |
Idea Creation | BLKJ Singapore, SINGAPORE |
Production | BLKJ Singapore, SINGAPORE |
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) |
This entry, for insurance brand Great Eastern, is about a production crew like no other. It comprises a music video.
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.
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.
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.
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.
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.