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Prudential - Why Are Ethics Important

Client: Prudential

Project Title: Why Are Ethics Important?



Prudential is one of the top life insurance companies in Singapore, serving the financial and protection needs of the country’s citizens for 90 years. The company delivers a suite of well-rounded product offerings in Protection, Savings and Investment through multiple distribution channels, including a network of more than 5,000 financial consultants..


Prudential requested us to help them craft and produce a video about ethics in Prudential. The goal of the video is to convey the message that carrying out an ethical business practice is of the utmost importance for Prudential. The video will be shared externally to show its ethical values, supported by its employees who share the same values.


We decided to create a talking-head video consisting of different employees with different positions across departments. We asked them one simple question, “Why are ethics important to our (Prudential’s) business?” The question appeared when the video started. Then, the video cuts to various employees answering that same question.

We chose the best soundbites from each employee, wove them in with each other while ensuring a seamless transition between one employee and the next, so their answers flowed together in one long answer. While this is a straightforward approach to video production, we believe that it is sometimes the best course of action to take, especially for a video that talks about something important to the client. Slow music was added throughout to give an emotional impact for the viewer.


The video is published on their social media, which can be seen below.