Kuala Lumpur, Malaysia – Insurance deals with the financial damages from insurable situations. But what about the emotional damage? This is the issue at the heart of Kurnia Insurans & Liberty Insurance Malaysia’s latest campaign called “Reinvent Regret.”
Every year, thousands of Malaysians suffer home fires and burglaries, with damaged household items like burnt appliances or smashed windows often serving as a physical reminder of negative emotions like guilt, fear, or regret.
For this campaign, the insurance brand worked with independent creative agency The Clan collaborated with local artists Anni Tai, Kaiyi Wong, and co2_karbondioksida to give these items a positive overhaul as uplifting works of art.
Grace Quah, chief distribution officer at Liberty and Kurnia, said, “The area beyond the claims disbursement hasn’t really been addressed. When The Clan came to us with the concept of Reinvent Regret, it immediately struck us as fresh territory that we were keen to explore.”
Meanwhile, Yow Kuan Wai, executive creative director at The Clan, commented, “Art–both the creation and the experience of it–is known for its therapeutic benefits. For thousands of years, mankind has been using art to process complex emotions. So we thought, what if an insurance company used it to help people process a traumatic experience?”
Lastly, Teh Sue May, Head of Copy at The Clan, added, “Insurance usually just replaces what’s broken. We figured — why not transform it into something beautiful instead? Breaking away from fear-based messaging, we focused on empowerment and creativity to make insurance more inspiring.”
Despite launching during the congested year-end festive season, the campaign videos achieved over 10 million views in less than a month across Facebook and YouTube. A public contest to win these art pieces also saw an outpouring of real-life stories, many of which were highly personal and emotionally open.
