Manulife Japan wins at Asian Innovation Excellence Awards 2025 for breakthrough brand campaign

The “Living Longer, Living Better” campaign challenges Japan’s perceptions of longevity by inspiring optimism and proactive planning.

Manulife Japan has been awarded Japan Brand Innovation of the Year - Insurance Broker in the Asian Innovation Excellence Awards 2025 for its groundbreaking campaign “Living Longer, Living Better”, a bold shift in storytelling to inspire proactive planning for the 100-Year Life.

As Japan enters an era where living to 100 years old is becoming increasingly common, the campaign sought to shape how people view longevity, encouraging reflection and readiness for longer lives.

In Japan, a common expression questions the value of living a long life. Manulife Japan turned this cultural tension into a provocative question: “A long life isn’t worth living. Really?”  This message appeared in outdoor and train advertisements, challenging societal norms that often associate ageing with decline. 

Drawing on the Manulife Asia Care Survey 2025, which revealed that only 6% of Japanese respondents wished to live longer, the campaign aimed to shift the narrative from fear to aspiration. Manulife Japan positioned itself as a trusted partner in lifelong well-being, helping people prepare for a fulfilling, high-quality life as they age.

Results showed the campaign’s strong impact. The video ad ranked in the top 2% of all ads tested in the Kantar Japanese database over the last five years for “distinctiveness”, thanks to its unique storytelling and visual identity. It placed in the top 4% for “persuasiveness”, demonstrating its ability to inspire action and reframe attitudes towards longevity. The ad also ranked in the top 5% for “enjoyment”, with real-life stories such as that of 89-year-old photographer Kazumi Kurigami resonating deeply with viewers. A shorter 15-second version helped drive a 15-point increase in aided awareness and a 3-point uplift in brand consideration. Notably, the high proportion of viewers who were non-customers highlights the campaign’s potential to drive new business growth.

By presenting ageing as an opportunity rather than a challenge, Manulife Japan’s campaign encourages early financial and personal planning. It offers a hopeful and confident vision of longevity – one that could inspire lasting cultural change.

The Asian Innovation Excellence Awards honours companies that achieve measurable outcomes and address key challenges through innovation and operational improvement, recognising initiatives that drive meaningful progress across diverse industries in the region.

The Asian Innovation Excellence Awards is presented by Asian Business Review. To view the full list of winners, click here. For more information on the awards programme, you may contact Julie Anne Nuñez-Difuntorum at (+65) 3158 1386 ext 242 or at [email protected].