Insurance advertising has focussed traditionally on protecting against risk. Ocean Life Insurance believes in protection for a more human reason – love. Because before people decide how to protect their future, they first need to discover what is worth protecting.

So the insurer and VML Thailand built an emotional self-discovery experience for people, Love In The Universe, that leads into a more personal reason for insurance protection. Instead of beginning with products, paperwork or financial questionnaires, visitors journey through five immersive worlds of light, sound and interactive storytelling. They reflect on the loves that orbit their lives — family, friends, work, romance — until one truth reveals itself: self-love is the sun every other love draws its power from. Somewhere along the way, they write letters of apology and gratitude to themselves. And at the very end, a mirror asks a single question – from now on, how will you begin to love yourself? That realisation becomes their Love Priority — what they truly want to protect, and why.

Love In The Universe was made for the Gen Y sandwich generation, the ones who carry everyone – parents, children, work, partners — and quietly leave themselves for last.

No one sells at the experience. The exhibition does – by giving first. Every visitor leaves with a Love Priority Profile, one of six love personas, which, with their permission, becomes a first-party insight for the brand. Learning to love themselves is guided to recharge health, finances, planning ahead, so protection arrives only when it feels right. In the final zone, visitors download 77 Ways to Love Yourself — small, doable steps. Way No. 77: Love Protect 77, a savings-and-protection plan with savings for yourself and a lump sum for the people you love. That insight then travels with the customer. Every conversation with an advisor, online, at purchase can begin with what each person truly values, turning insurance from product-led selling into purpose-led guidance.

Credits:
Client:  OCEAN LIFE
Senior Vice President, Acting Chief Marketing Officer Marketing Division: Somrut Kuljaruopas
Assistant Vice President Corporate Communication: Puchita Charoenpong
Senior Brand and Marketing Communication: Supaporn Homchuen

Creative Agency: VML
Chief Creative Officer: Park Wannasiri
Executive Creative Director: Thanawat Sakunnanthiphat
Creative Group Head: Paowarej Ruekudom
Art Directors: Kanyarat Saowaneeyakorn & Wongsathon Chaloeisak
Business Director: Peeraya Leelachart
Client Service Director:Jaruvat Permpoonrattanakul
Group Account Director: Kittiya Supava
Account Manager: Chonladee Pongpanyarat 
Chief Strategic Officer: Ekaluck Charanvas
Senior Strategic Planner: Pundaree Teintaweewut