Despite the threat of Covid-19, safeguarding one’s health is not a top priority for Hong Kong’s younger millennials.

Sun Life wanted to groom millennials on the urgency of healthcare and protection.

We started by understanding how they talk about life. They like to express their emotions with new vocabulary, create new slang, and turn them into cultural trends among the Cantonese speaking population.

Borrowing the Cantonese character “裸”(meaning “naked”),  we invented a bold and catchy pun “裸命人生” (meaning “naked life”), as the hook for our integrated campaign. The phrase literally means “a life exposed and under-prepared”, but phonetically, it sounds like “a fatal and threatening lifestyle”.