ASPIRE. FOR MORE.

AIA PHILIPPINES

ROLE: ART DIRECTOR • ILLUSTRATOR

AIA Philippines aimed to launch Aspire, a premium product designed for affluent clients, offering double protection and guaranteed payouts. The real challenge wasn't merely building awareness; it was addressing an emotional barrier. These customers value their current lifestyle, and even discussing change can feel threatening. Their fear of losing what they have often prevents them from pursuing future opportunities. So, how do you engage an audience cautious of change without alarming them?

Any insights?

The real motivator isn’t more money. It’s maintaining control. Protecting what you’ve worked hard for so you can confidently pursue your next big dream.

So, what was our move?

We turned their aspirations into art.

Inspired by the idea that life is a masterpiece in progress, we created the Canvas of More: a campaign where each person’s journey is represented by a painting—half sketch, half oil-rendered dream. From entrepreneurs to OFWs, each execution spotlighted an unfinished canvas with more waiting to be filled. Because when your present is protected, your future can be bold, expressive, and full of possibility.

A full-scale campaign rolled out across TV, digital, and social. The hero video showed the core promise of Aspire, while each segment-specific visual brought the message home:

Aspire. For more business opportunities.

Aspire. For more grand adventures.

Aspire. For more of your family’s dreams.

Each post, each visual, each detail painted one consistent story:

You already have so much. Let Aspire protect it—so you can go after even more.

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