AIA Healthy Living Tour with David Beckham

The Challenge

AIA Group Limited wanted to launch the first stop of the AIA Healthy Living tour with its Global Ambassador David Beckham in Hong Kong to promote the understanding that health is about diet as much as exercise. How do you launch the first leg of AIA’s Healthy Living Tour with a Hong Kong flavour and a celebrity ambassador?

The Approach

With Mid-Autumn Festival coinciding with the AIA Healthy Living Tour, the launch brought together AIA celebrity ambassador David Beckham and 40 children from Fresh Fish Traders’ School to join a healthy mooncake making class. Headed by Hong Kong Chef Esther Sham, David showed the children, aged 8 to 9 years old how to make healthy mooncakes that are also appealing to the taste buds. The children enjoyed a chat with David in a lively Q&A and in addition to the healthy mooncakes handmade at the class, all students from Fresh Fish Traders’ School also received healthy mooncakes as a festive gift from AIA to celebrate the Mid-Autumn Festival with joy and happiness.