Rethink Healthy
Challenging the ideals that shape our wellbeing
Across Asia, health is often linked to achievement, discipline and success. With AIA ‘s new brand platform; Rethink Healthy, we challenge these narrow standards and open up a more considered conversation about what wellbeing really means.
The first of three films, Perfect Son follows Ben, a high-achiever celebrated by his father for his promotions and relentless drive.
But beneath the success, pressure quietly builds as he struggles to balance work and family.
The platform continues with a film about a mother whose idea of “healthy” is quietly shaping her daughter’s body image.
As her habits become her daughter’s insecurities, she realises the cycle needs to end.
The third film, Lone Wolf, challenges the notion that only intense exercise counts - reframing movement as joyful and accessible at any age.
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