GOLD Best use of Cultural Insights in Digital Experiences


Bonsey Jaden Malaysia


Prudential Assurance Malaysia




We were tasked to develop a campaign to launch Prudential’s new comprehensive cancer protection product, PRUcancerX in Malaysia. It’s a tall order, considering how our millennial target audience isn’t comfortable even talking about the subject matter to begin with. Fact is, most taboo conversations about cancer get immediately shut down by superstitions - it’s a gut reflex to say “Touch wood!” or “Choi!” to deflect negative topics like cancer for fear that talking about it will invite it into their lives. We then set out to get our young target audience to start talking about cancer, as a first step into the purchase funnel.


We wanted millenials to see just how helpful superstition was in covering them in the event of cancer, i.e. not at all. So, we created a fictitious brand called ‘Unsuay’, that sells superstitions to our audience.
(‘Unsuay’ translates to ‘anti-bad-luck’.)
The brand offered three cancer-cancelling products; Touch Wood Wood, the Suay Slapper and the Choi Pin. These superstition-powered innovations made tangible our target audience’s instinctive reactions to negativity - so that they may realise for themselves that they have no power whatsoever against cancer. The truth is, superstition can’t cover you. After we flipped the script on them, we introduced PRUcancer X as the only thing that can cover them when they needed it most.


Executive Creative Director: Adam Chan
Creative Group Head: Abby Tai, Jeremy Ng KT
Copywriter: Audrey Lee, Jeremy Ng KT, Alicia Hew
Art Director: Abby Tai
Digital Designer: Ilisa Izhar
Creative Services Manager: Ashley Lai
Strategic Director: Taryn Mook
Strategic Planner: Melantha Tan
Social Media: Brendon Lee
Group Account Director: Chin Han Yu
Senior Account Manager: Zoe Chua
Account Executive: Eugene Ng
Producer: Riza Johari

Prudential Assurance Malaysia (PAMB)
Head of Digital Marketing: Natasha Sebastian
Digital Marketing Manager : Yap E-Foong

Production Company: Directors Think Tank Sdn Bhd
Film Director: Naoto Mitake
Exec. Producer: Pete Singh, Pat Singh
DOP: Julian Oh
Producer: Gray Loi
Production Coordinator: Zax, Jun
Production Assistant: Marion, Jiong Zheng
Art Department: Seni Lab
Editor: Dave Singh
Post Production: Asia Pacific Videolab Sdn. Bhd. / Studio Rawr Pictures Sdn Bhd
Audio House : Fuse Adventures in Audio