The Brief was to bring the newly re-branded MetLife into the mindset of an already future-confident target audience, predominantly Western and Arab expat, comfortable in the convenience and safety that everyday life in Dubai provides. With a main focus on the MetLife product range centered around every life stage, the voice of the campaign is that while life is good today, it has the promise of being even better tomorrow, by helping the audience build a safer, brighter, secure future.​