• Brand AIA
  • Campaign The Pianist
  • Office Ogilvy Singapore

Singaporeans spend 2.5 times more on their children’s needs than their retirement planning. Based on this insight, AIA’s new campaign “The Pianist: What will you do when they grow up?” tells the story of a father coming to terms with his own future after dedicating his life to helping his daughter pursue his daughter’s dreams. By turning the lens on the dichotomy between achieving the future of our loved ones versus the neglect of our own, the brand is driving much-needed conversation, contemplation and action.

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