Client: Carrine Chin
Life doesn’t wait for us to be ready. It arrives on its own terms. Unannounced, unexpected and sometimes unfair. This truth sits at the heart of Live Ready With You, Etiqa’s brand film that reframes how people think about protection, health and preparedness. Built around a phrase where people instinctively say when life blindsides them, the expression of “I wasn’t ready” turned a familiar cultural shorthand into our cinematic device. A series of relatable vignettes began to unfold from a journey that took an unexpected turn, waterworks at home, health scares, making time for our loved ones, bequeathing a legacy and even a surprise proposal around the corner. Instead of positioning readiness as foresight or control, Etiqa’s brand film reframes it as trust. Trust that you are supported when the unexpected happens. This allowed Etiqa to move away from fear-based insurance messaging towards a more human, emotionally grounded role as an authentic and genuine partner through life’s uncertainties. The campaign had three clear objectives: to reposition Etiqa from a product-led insurer to a human-centred brand; to create a unifying narrative that could span health, protection, travel and legacy planning; and to establish a flexible platform adaptable across OOH, social and digital touch points. By anchoring the script with a single-minded expression, this empowered Etiqa to speak with warmth, while avoiding the clinical tone typical of the category. The result was a brand film that resonated across channels, delivering above-benchmark completion rates, strong recall and genuine audience connection.
