積系打工仔
THE BRAND EVOLUTION.
To inject new life into the IP, I orchestrated a two-step creative evolution:
Phase 1: 積系大家族 The 2D Refresh (8 Episodes)
We transformed the legacy "Family" series into a vibrant 2D animated format, making complex financial blind spots highly digestible and visually engaging.
Phase 2: 積系打工仔 :
We launched the all-new "Accumulator Workers" chapter. Casting acclaimed actor Tse Kwan-ho as the authoritative "MPF Sage," we personified workplace behaviors into distinct animal archetypes, turning dry MPF data into relatable live-action parables.
THE EXECUTION & RESULT: Relatable Finance
We successfully managed the seamless transition of this multi-year brand IP. By blending high-quality 2D animation with premium live-action cinematography, we transformed dry MPF data into relatable "workplace parables."
This strategic evolution allowed Manulife to engage workers across all demographics (from ages 30 to 50), effectively simplifying the complexities of account consolidation and cementing the brand's position as the ultimate, trusted MPF expert in Hong Kong.
