Sun Life Vietnam - Choose today - Brand campaign



Polar London has been working closely with Sun Life Vietnam since the start of the pandemic. Supporting and executing against a rounded brand strategy.

In a cluttered market with many players and increasingly smart consumers, Sun Life Vietnam wanted to distinguish itself to be ‘loved’ and reinvent the way it is perceived.


We wanted to create a campaign that goes beyond the brand itself and inspires genuine brand love. Our brand strategy was rooted in concept of celebrating our consumer – the upwardly mobile, self started Vietnamese who had brilliantly navigated a pandemic and well understood that the only thing certain is the present.

We wanted to celebrate our consumers who are taking charge of their health and future, pushing themselves towards good health by taking charge ‘today’. Hence was born the ‘Choose Today’ campaign.

Watch the 30* feature

From strategy, ideation, storyboarding, art direction and end to end production.

Behind the scenes – shot in Ho Tram

The campaign continues to grow traction as part of a 3 phase rollout, to ultimately gain new attention in the market and help build new customers.


  • Brand strategy
  • Creative ideation
  • Art direction
  • Script writing / Storyboarding
  • Production management end to end
  • Execution; Key visuals / video production / social activation

Other work for Sun Life Vietnam

Ready for an outstanding journey

Promoting a new product that has unique features for protection and investment benefits. Working with local photographers and asking others to expect the unexpected. Producing a short and punchy animated clip to share the message and drive engagement.

Product clip

Building on the new arts and cultural manifestation, we explored new ways to bring content to life through creative typographic led animation treatments for social and campaign content.