Life and medical insurance is a category in Asia where advertising does not connect with people.

On one hand, many insurers show a saccharin picture of the future. 'Buy this and everything will turn out fine'.

On the other hand, some insurers resort to scare tactics. 'If you don't buy this, beware'.

People don't believe either.

So to relaunch it's brand uniting 17 diverse markets across Asia, AIA dared to acknowledge the unspoken truth:

no insurance can cover you from the storm of emotions that life will bring. Nobody can escape the sudden ups and downs. That's real life.

Yet when facing real life, Asians have a unique ability to overcome. In the midst of the storm, they can see a silver lining.

This work celebrates that nature of persistent optimism, because AIA believes its purpose is to encourage people to keep going, no matter what.

The film features stories of hardship, determination and belief. The final embrace symbolizes AIA's encouragement to Asians.

'Never give up on what's important to you'