Income Insurance · Leo Singapore · Singapore · October 2026
A diagnosis can sound like a full stop. Income Insurance replaces it with three orange dots. Its ‘For Every Story’ films introduce Arun Rosiah, a cancer survivor, athlete and senior model, and Megan Tang, a dancer and Special Olympics medallist with Down syndrome. Their diagnoses are part of their stories.
The Challenge
Income Insurance had a new purpose to launch: making protection possible for every story, backed by a commitment to Inclusive Protection. It needed a long-term platform that could carry many real policyholders' stories over time and make inclusive protection mean more than the policy wording.
What They Did
Leo Singapore built the platform around three orange dots derived from an ellipsis, replacing the finality of a full stop. Two films, directed by Scott Perry through Applebox Asia, launch it. Each opens on the moment others might have treated as the end of the story, then follows Rosiah and Tang beyond it, through training, modelling, dancing and competition. The platform runs across film, outdoor, digital and web, with more policyholders' stories promised.
Why It Works
Rosiah is not new to Income's advertising. He fronted its 2024 critical illness film, made with BBH Singapore, which showed his surgical scars as marks of strength. For Every Story moves him from a product ad to the brand platform and gives his story a symbol it shares with Tang's. The ellipsis gains meaning with each added policyholder, giving the platform a structure to grow along. Real people keep it from becoming a slogan with a logo.
Creative Deviance: Visual Arrest
Insurance ads show families on sofas and reassuring advisers. Income Insurance shows three orange dots. The test is whether the dots still read as Income with the logo removed, and they are built to: the device runs through the films, outdoor, digital and the identity, and returns with every new policyholder. That repetition is what lets the deviance land on the brand.
The Tactic
Spelling & Punctuation Wordplay → Punctuation as Consequence
What to Steal
Choose a device that can take its fifth story. Three dots work for Rosiah, for Tang and for whoever Income adds next year, so the platform grows by addition instead of reinvention. Before naming a platform, test it on the stories you haven't found yet. If it strains at the third, it won't last to the tenth.
The Question That Could Get You There
What punctuation mark could carry the whole product or problem story?
