AIA and David Beckham Launch ‘What’s Your Why?’ Campaign

AIA Group Limited, the largest independent publicly listed pan-Asian life insurance group, announced today the formal launch of its partnership with David Beckham through a major new campaign in the Asia-Pacific region, ‘What’s Your Why?’, that reflects the commitment of both parties to helping people live longer, healthier, better lives.

As part of the launch, David Beckham will be undertaking the AIA Healthy Living Tour during the week of 18 September, visiting Hong Kong, Korea, Singapore and Malaysia.

The ‘What’s Your Why?’ campaign features a new video that was directed and filmed by Academy Award-winner, Wally Pfsiter, on location in Bangkok and was conceptualised by BBDO Singapore. It conveys personal stories of people and their motivations for leading a healthy lifestyle, including why David Beckham himself leads a healthy life. The film, still photos, and behind-the-scenes interviews with David and other original content will be distributed via multiple platforms, including digital, out-of-home, broadcast and live events.

Understanding that health is about diet as much as exercise, the AIA Healthy Living Tour will also place a focus on healthy eating. In all of the markets that David visits, AIA will arrange events to showcase in a fun way how popular Asian dishes can be served in healthier ways.

Stuart A. Spencer, AIA Group Chief Marketing Officer, said, “We are delighted to be formally launching our partnership with David Beckham through the AIA Healthy Living Tour and the “What’s Your Why?” campaign, which highlights the many reasons why people want to live a healthy life. The campaign speaks to AIA’s strong commitment to partnering with our customers in 18 markets around the Asia-Pacific region to help them take steps to lead a healthier life.”

David Beckham said, “I’m pleased to be part of the ‘What’s Your Why’ campaign, which I hope will resonate with people looking to maintain a healthy lifestyle.

“I’m very fortunate in my life that my career has allowed me to maintain a good level of fitness. People have incredibly busy lives so hopefully there are simple ways that we can help families keep active and healthy.”

In March, AIA entered a multi-year agreement for David Beckham to become the Company’s Global Ambassador. In this newly created role Beckham will be present at a number of AIA’s most important community and business activities to personify and demonstrate the benefits and the importance of maintaining a healthy lifestyle. These will include events for our customers, agents, partners, employees and the broader community.

Danny Searle, chief creative officer, BBDO Asia, said: “I love working for clients who set out to change the game. And with AIA stating their intention to change insurance from being something that’s there to protect you when you’re sick, to being there to make your life better every day, is a huge change. Oh and, having the huge talent of David and Wally to work with, well that was a real bonus.”


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