BLKJ HAVAS
We are BLK J. An independent creative agency that exists to make brands famous. Mostly with tech, sometimes with film, sometimes with whatever, but never with advertising. People hate advertising. We love people.
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Great Eastern Imperfect Parents

 

GREAT EASTERN:

IMPERFECT PARENTS

 
 
 
 

The Challenge:

Being an Asian parent is extra tough.

They hold themselves up to unrealistic standards and that leads to an unbearable pressure. As a 116-year-old regional brand, Great Eastern has to shed the "my grandparent's insurance brand" perception to show that we relate to young parents and can help them by calling parenting for what it really is.

 
 

The solution:

*Great parenting doesn't need perfection.

It just need a little help.'

A love letter to all Asian parents who are constantly putting pressure on themselves. A cultural movement that took shape and spread our message far and wide. Through an omni-channel approach that includes, an online film, OOH placements, social activation and Great Eastern's financial advisors as personalised marketing channels, we showed parents how we re always on their side, offering a hand.