The story of Cre8
Target Shift
Amid the pandemic, Chinese insurance buyers significantly decreased due to border restrictions. AIA adjusted its strategy to target local youth, considering the uncertain border reopening timeline.
The slasher trend liberates the youth from traditional norms, allowing them to forge their own paths without being confined to a 9-5 job. In light of this, we encourage them to build something of their own, and create their own way of living.
To create infinite possibilities
"Cre8" is a modern shorthand for "create," frequently used in text messaging. It has gained popularity on social platforms where character limitations require concise communication.
The incorporation of the "∞" symbol in "Cre8" represents the infinite potential and boundless opportunities that await the youth, empowering them to unleash their creativity without constraints.
Why ask why?
You can make up tons of reasons for why starting a project, and millions of excuses why not to. In the end, there’s not a single sound rationale for why people do a certain thing, but they do it anyway. That’s why we just shout it out, “Why ask why”, just god damn do it.
We motivate you right
Motivational videos have become a much-needed trend, inspiring and propelling youth towards their dreams, we believe all they need is a little kick. Therefore, we launched a series of motivational advertisements promoting the five categories of the $300,000 start-up fund of AIA.
Rise and shine
The campaign sparked great interest with thousands of proposal entries submitted to the competition. Delighted with the response, the client increased the start-up fund by an additional $1 million, bringing the total fund to $2.5 million.
Turning concept into REALITY
Campaign Summary
Cre8 by AIA taps into the surge of trending motivation videos flooding youth culture. Fast, punchy, and addictive. The kind that says “start now” but rarely gets you to actually start.
Targeting the slasher generation, the campaign flips passive inspiration into action. Built on “Why ask why, just do it,” it pushes young creators to stop watching and start building.
By mirroring the visual language of viral motivation content, Cre8 meets audiences where they are. But instead of empty hype, it delivers a clear shift: from consuming ideas to creating them.
Creative Team:
Leroy Cheng, Boza Wong, Danny Yiu, Wingki Ng
Award:
2 Silver, 1 Bronze - Marketing Excellence Awards
