In celebration of Manulife’s 125th anniversary in Hong Kong, Morning Studio produced a three-episode advertorial series that highlighted the company’s past, present and future. Leveraging SCMP’s extensive image archive, the “past” segment showcased a blend of Manulife and SCMP archival images going back decades. The series successfully raised brand awareness, with an average time on page that was 43 per cent higher than SCMP’s editorial benchmark. This collaboration between Manulife and SCMP proved to be a successful initiative that effectively conveyed the company’s rich history and promising future to a wider audience.