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.
Screenshot 2020-10-05 at 7.34.06 PM.png

GE Life's Questions Do Not Define Us

 

GREAT EASTERN:

LIFE’S QUESTIONS DO NOT DEFINE US

 
 
 
 

In a year of endless twists and turns, Great Eastern wanted to inspire Singaporeans to live #lifeproof. To encourage them to take every curveball on the chin and keep fighting the good fight.

We started with a launch film built around some of the world’s most popular Google searches and their actual search numbers – based on the insight that the things we ask Google reflect what life is asking of us.

Then we created a National Day film featuring news headlines from the past 55 years – headlines which show that resilience is in Singapore’s DNA, encouraging us to rise to the occasion once again.

With these, we brought alive a core truth that the Great Eastern brand is built upon. 

Life’s questions do not define us. Our answers do.