Client: AIG Malaysia
Agency: BBDO/Proximity (Malaysia)
Re-introduce brand AIG in the consumer choise set as leading insurer, and define the global direction "Bring On Tomorrow" in the Malaysia context by introducing the 'Boleh' spirit. 'Boleh' signifies the 'can do' spirit of Malaysian in every aspect of life. 'Boleh' which equals Bring on tomorrow. Thus, the idea of #CelebratingBolehness, is about celebrating optimism, being 'boleh' and positive, and having faith in a better future.