CTF LIFE LAUNCHES CAMPAIGN TO CELEBRATE ASPIRATIONS ACROSS LIFE STAGES

CTF Life has unveiled its new brand campaign, “Your aspiration. Our aspiration.”, created with Omelette Digital, Spark Foundry and Paradigm Consulting. The initiative reinforces the insurer’s commitment to supporting Hongkongers at every stage of life, focusing on aspirations, wellbeing and long‑term planning beyond transactional insurance.

CTF Life has launched a new brand campaign designed to reaffirm its role as a trusted partner for Hongkongers navigating the many stages of life. Titled Your aspiration. Our aspiration., the campaign underscores the company’s commitment to helping individuals achieve their goals while creating value that extends beyond traditional insurance. Developed in collaboration with Omelette Digital for creative strategy and production, Spark Foundry for media planning and buying, and Paradigm Consulting for PR and thought‑leadership, the campaign represents a fully integrated effort to connect with consumers on a deeper level.

The initiative is aimed at audiences ranging from young professionals embarking on their careers to parents planning for their families and individuals preparing for retirement and wealth management. By focusing on holistic wellbeing, growth, health and wealth, CTF Life seeks to appeal to consumers who value long‑term planning rather than purely transactional insurance products. At its core lies a simple but powerful insight: in a market increasingly driven by products and performance, genuine emotional connections are often overlooked. CTF Life’s strategy is built around a unifying theme that celebrates personal aspirations and life journeys, bringing the brand closer to its customers.

Ruby Kwan, vice president and head of corporate marketing at CTF Life, explained the inspiration behind the campaign: “The campaign taps into a shared childhood memory for many Hongkongers, as it has long been a familiar essay topic in local schools. What resonates with me is how that simple question – what do you want to be? – continues to evolve as we move through different stages of life, shaped by our experiences, responsibilities and the people around us.”

Launching today, 9 July, the campaign will run through September 2026 and beyond, with a phased rollout across launch and sustaining waves. At its centre is a thematic video that tells the touching story of a boy whose aspirations evolve as he grows, illustrating how goals shift with life’s progression. The narrative expands as he becomes a father, embracing his daughter’s dreams as his own, while CTF Life stands beside him at every stage, offering tailored support and helping him weather unexpected challenges.

The television commercial debuts today across major video platforms, with out‑of‑home placements beginning tomorrow, 10 July. The campaign will also feature prominently on outdoor screens at iconic Hong Kong destinations including Kai Tak Sports Park, K11 MUSEA and SOGO Causeway Bay, leveraging the CTF Group ecosystem to maximise visibility. By weaving together emotional storytelling with strategic media presence, CTF Life positions itself not just as an insurer, but as a lifelong partner in aspiration.