Redefining the meaning of wealth in lifeWealth management is a highly competitive landscape in Hong Kong. Standard Life wanted to launch a brand campaign that could break through the market and create brand awareness. Given the changing environment, there has been a shift in people’s beliefs and values. Investment is no longer just about returns, it is only meaningful when it supports the pursuit of wealth in life. An impactful campaign was created riding on the platform that Standard Life understood that different people have different lives they want to live. A series of “It’s my life!” meaningful stories was communicated through integrated media channels.