Rethink Healthy
Challenging the ideals that shape our wellbeing
Across Asia, a culture of achievement often shapes how we think about health. Success, discipline, and productivity are celebrated, while wellbeing is often reduced to a benchmark to meet. To launch AIA's new brand platform, Rethink Healthy, we created a series of three films that challenged these narrow standards and encouraged people to rethink what health really means.
“Perfect Son”
“Mother & Daughter”
“Lone Wolf”
With Rethink Healthy, the aim was not to offer a neat takeaway, but to acknowledge the complexity of real life. Through longer-form storytelling, the work avoids tidy resolutions and leaves space for audiences to reconsider what healthy means for themselves.
Credits
Agency: BBH Singapore
Executive Creative Director: Khairul Mondzi
Executive Creative Director: Janson Choo
Associate Creative Director: Mark Peeters
Art Director: Jereek Espiritu
Director: Roslee Yusof
Audio Production: FVSE