Manulife for Every Walk of Life

Insurance in Myanmar has long been seen as an expensive luxury for other people. That perception is strongest among blue collar workers, who make up most of the workforce and have the least protection against a bad day. Manulife introduced Thaw Ka Kinn Way to change that, with a simple promise that there is Manulife for every walk of life. The launch had to make a financial product feel relevant to people who had never considered one.

Ruder Finn Era anchored the campaign on the idea that everyone deserves a worry free future, and let real people make the argument. Emotional video testimonials featured blue collar workers, a construction worker, a delivery rider, a market vendor, talking about their daily struggles and their hopes for their families.

Because the voices were authentic rather than scripted, the message was relatable and the product was positioned as something built for them, not adapted from something built for someone else. The videos ran as the core of a social launch backed by creative and video production from the team.