Prudential and RGA pair up to challenge family unit norms

Close your eyes and picture an ad for insurance protection for families. Chances are a traditional nuclear family pops to mind. Prudential—with the help of RGA—is trying to challenge that with the help of RGA.

‘Made for Every Family’ is a new campaign that showcases diverse family units whether nuclear, extended, cohabiting, or adoptive. The idea is that every family deserves to be insurance-protected regardless of make-up. A digital platform was created so that users can create various family avatars called Famvatar (Ad Nut thinks this is awkwardly named) made up of customised facial features, skin and hair colours, and outfits. Users can then create a sticker pack based on their family avatars (Ad Nut refuses to use the term Famvatar, apologies).

Perhaps because of Singapore’s stringent laws on homosexuality, the promotional video above only features heterosexual couples.

CREDITS

CREATIVE

Shing Chew, Group Creative Director
Shingo Ohno, Creative Director
Syahid Nordin, Senior Copywriter
Cheryl Seah, Senior Art Director
Nate Cover, Senior Art Director
Hannah Parsons, Art Director
Joseph Fraquelli, Visual Designer
Yuriko Virginia, Visual Designer
Windra Pradipta, Video Editor
Matthew McGregor, Creative Director
Seamus Higgins, VP Chief Creative Officer, APAC
Monni Qian, Visual Designer
Justin Phang, Creative Director
Simon Tan, Video Editor

STRATEGY

Brady Ambler, Executive Strategy Director
Roana Brito, Strategy Director
Jessie Wu, Associate Strategy Director

DESIGN & TECH

Rollen Gomes, Technology Director
Joe Chung, Creative Technologist
Stephanie Kwok, Experience Designer
Daulat Rachmanto Tino, Software Engineer
DavidAlfa Sunarna, Associate Technology Director
Febrian Syah, Software Engineer
Luthfia Fitriani, QA Engineer
Osied Shawahin, Senior Experience Designer

PRODUCTION & CLIENT SERVICES

Priscilia Liew, Senior Producer
Daryl Goh, Group Account Director
Magdalene Fong, Senior Digital Producer
Kyle Belcher, Executive Content Producer
Marianne Whitman, Group Production Director
Graham van der Westhuizen, Client Services Director
Felix Rompis, Executive Client Services Director
Sukaimi Sukri, Senior Producer

PRODUCTION PARTNERS

Triton Films, Video Production
Garbanzo TV, 3D Art
Republic Studios, Pose Production

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