Life is about how you value others

We continue with campaigns with a sentimental charge. In this case, it's a piece for a Thai insurance company from the prestigious agency Ogilvy & Matherfrom the Bangkok office.

Just as in the previous article we reflected on how companies that historically have not used a social discourse, such as banks, were changing their communication strategy to restore the trust lost in recent years, now it is an insurance company that is trying to convey the idea of the real value of life.

As in the case of the bank campaign, the aim was to change the perception of the objective of a banking institution, assuming it to be a social initiative. The insurance company is trying to change the concept Value of LifeThis is the central axis of the piece. The concept Value of Life refers to an economic value that in the social and political sciences means the cost of preventing death in a series of circumstances. To be clear: a life -economically speaking- is worth what it costs to prevent that life from disappearing. Logically, for life insurers, this valuation is crucial to their business. In its briefing, the insurer wanted to change the cold image of the Value of Life concept by which all insurers are governed and give back the sentimental charge that we humanly give to this value. The guys from Ogilvy & Mather have created a piece that is itself a short film, it lasts 3 minutes, and where the insurer as such does not appear anywhere -as in the bank's piece- and which focuses on encouraging the viewer about life, about how to live life to give it value.

An excellent work, recognized with the award for best TV commercial of 2008 at the Spikes Asia Awards, where the copy work with this text stands out:

Have you ever wondered what the value of life is?
This woman is Toi,
poor, abandoned by her husband.
She's in Kitty. From a broken home.
This is Mac. He has polio.
And To is a petty thief.
These boys have the same mother, Toi, who picked them up from the street and takes care of them.
Toi has cancer, and has been given two more years to live.
"How lucky I am," she says, "In two years I can do so much."
She teaches her kids that the real value of life is not to be rich, to enjoy or to have a long life.
Life is about the value you place on others.
And how they value you.
"Thai Life Insurance gives value to every life."

An excellent artistic, musical and interpretative direction make the rest for a piece that goes straight to the soul and that will bring tears to more than one's eyes.

[notification type="info"]Piece: Melody of Life
Agency: Ogilvy & Mather, Bangkok
Client: Thai Life Insurance
Director: Thanonchai Sornsrivichai
Production : Phenomenae[/notification].