We conceptualised and executed an innovative agency positioning campaign for FTLife, seamlessly integrating it with New World Group's prestigious "The Artisanal Movement" philosophy. As part of New World's ecosystem, FTLife elevated its brand promise from traditional life planning to the art of "Crafting Your Life", positioning their agents as skilled "Life Artisans".

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Through sophisticated visual storytelling and cinematic brand videos, we created a narrative that transformed insurance agents into master craftspeople of life planning. The campaign's bespoke visual identity reflected the premium, artisanal approach, while the messaging emphasised the meticulous attention to detail in crafting personalized insurance solutions. This strategic repositioning not only aligned with the group's luxury heritage but also differentiated FTLife's agents in Hong Kong's competitive insurance landscape.