Singaporeans spend 2.5 times more on their children’s needs than their retirement planning, which can heavily affect their financial needs in their later years.
AIA's “The Pianist: What will you do when they grow up?” campaign tells the story of a father coming to terms with his own future after dedicating his life to helping his daughter pursue his daughter's dreams.
By turning the lens on the dichotomy between achieving the future of our loved ones versus the neglect of our own, the brand drove contemplation into much-needed conversation and action.