Ogilvy has launched a new retirement planning campaign for AIA in Singapore, titled “The Pianist: What will you do when they grow up?”.

Headlining the campaign is a hero film telling the story of a father coming to terms with his own future after dedicating his life to helping his daughter pursue the dream she has for hers. The campaign follows the release of two studies surveying over 1,000 Singapore citizens and residents in 2021 revealing that Singaporeans spend 2.5 times more on their children’s needs than their retirement planning.

Read more about the campaign in Campaign Asia: https://www.campaignasia.com/article/piano-lessons-and-a-class-in-retirement-planning/470887?fbclid=IwAR0r52k6c8y_hsus3_4VyxMkOFXvgqRXiGRlx9pbZO2G7936h7B8Bcwb2_w