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Meet the Cutest Little Myth Buster in Leo Burnett Singapore's MSIG Campaign

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Five-year-old boy busts myths about general insurance

Meet the Cutest Little Myth Buster in Leo Burnett Singapore's MSIG Campaign

Leo Burnett launched a campaign for Singapore’s leading general insurance company, MSIG recently. The campaign, which is running across print, outdoor and online, aims to drive consumers’ understanding of insurance and its coverage.

A five-year-old boy named Max takes center stage in the campaign as he eloquently explains the difference between the types of insurance available for travel and home, busting common myths effortlessly – driving home the point that the right knowledge is essential to purchase the right kind of insurance for your needs. 

Clarence Chiew, Executive Creative Director, Leo Burnett Singapore, said, “As a testament to MSIG’s ongoing brand campaign for ‘Insurance that sees the heart in everything’ we wanted to help more people understand what they’re actually buying (or not buying) with typical insurance policies, and the challenge was to make these “lessons” easy to understand and remember. So the premise we arrived at was a simple one – if a five-year-old can explain tricky insurance misconceptions to you, it’s probably going to stick. The other upside of braving it with such a young actor was that it made our message that much more entertaining and shareable, and breaks the monotony of typical insurance advertising. Probably the most challenging thing about producing this campaign was finding a five-year-old who could actually act!”

The campaign kicks off with an introductory film about Max with a call at the end to check out the various myth-busting videos which are all housed at MSIG Singapore’s YouTube channel.

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Media Agency

Media Agency: MEC

Planner: Christine Leobrera


Edit Company: Freeflow Productions


Advertiser: MSIG Insurance Singapore

Production Company

Director: Ros / Charles Chua

Production Company: Freeflow Productions

Creative Agency

Creative Agency: Leo Burnett Singapore

Art Director: Clay Kuok, Linus Chen

Copywriter: James Scanlon

Executive Creative Director: Clarence Chiew

Photographer: Ros / Charles Chua

Planner: Tulika Sahai

Genres: Comedy, Storytelling, People

Categories: Finance, Insurance

Leo Burnett Singapore, Tue, 14 Oct 2014 09:53:22 GMT