AIA holds annual recruitment exercises for Financial Services Advisors. My idea was to position the event as the day when you can free yourself from the ‘slavery’ of being part of the normal, 9-5 workforce. In other words: your Independence Day. I developed these teasers that challenge the reader to consider their present circumstances – being unappreciated by their boss, losing out to younger staff, redundancy etc. They can discover the answer to their woes on Independence Day. This press teaser campaign was supported by a radio campaign as well.