Sony Life Insurance Co., Ltd.

Corporate Ad “The Challenge”

To realize the corporate commitment toward, “supporting young people facing challenges to open up once-in-a-lifetime possibilities,” Sony Life Insurance collaborated with THE FIRST TAKE, a Japanese YouTube channel which enjoys overwhelming support from the Gen Z target, with a synchronizing concept, “once-in-a-lifetime.”

Shots of three young people, who went through hardships to pursue a once-in-a-lifetime challenge, and after this challenge showed how refreshed they felt through the experience, were overlapped with the performance of MAISONdes on the channel THE FIRST TAKE.



Creative Director: Fumiaki TAKEUCHI / Planner + Copywriter: Yu SUGITA / Art Director: Kohei OCHIAI / Account Team: Taichi YOSHII, Genki SADAKARI