AIA Insurance: AIA "SPACE TO PRAY" AD

As a multinational insurance company who recently entered into Sri Lanka, with its new global positioning ‘The Real Life Company’, AIA wanted to find a way to strengthen its connection with the local market. Most Sri Lankan's are Buddhist and during the month of May, celebrate Vesak, the holiest day of the year. During Vesak, Sri Lankans from all walks of life visit their local temple. From dusk till dawn, they follow religious observances where they sit and kneel on the ground. To protect themselves, they use a piece of newsprint as their floor cover, but the ink often stains their traditional white clothes.This gave TBWA Sri Lanka an idea. Instead of printing an ad commemorating Vesak as companies normally do, AIA would run a blank ad and give people a clean space to pray and find hope by giving a newspaper mat.