Manulife Parent's Lullaby

Insomnia had become an everyday word. People stayed up at night overthinking the future and worrying about not having the life they wanted, and parents most of all, because recent events forced them to think about the next generation's future as much as their own. Manulife needed to connect with these parents in a way that felt human rather than transactional.

Ruder Finn Era created a lullaby for parents rather than for children: a film that acknowledged the worry keeping parents awake and offered a moment of calm and reassurance. The idea gave Manulife a way to sympathise with its audience and spread positive moments that strengthened the relationship between parents and the brand, long before any product message.