NTUC Income Insurance Essentials

NTUC Insurance “Essentials”, a print advertising campaign developed by BBH Asia Pacific, featured the insurer’s latest life and health premiums that match the cost of daily consumer needs such as rice, bread and milk. The idea was simply to put affordability in a different context that was both surprising, engaging and very easy to understand. The campaign won Grand Prix and Gold at the 2012 SPH iink awards in Singapore.

NTUC Essential Loaf

NTUC Essential Rice

NTUC Essential Milk


The Essentials campaign was developed at BBH Asia Pacific, Singapore, by copywriter Daniel Ko, art director Janson Choo, agency producer Brell Chen, planners Charles Wigley, Adil Ismeer, executive creative director Steve Elrick, associate account director Jonathan Kang.

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