What does a flexibility artist and an insurance plan have in common?

Income Insurance has rolled out a campaign showcasing the flexibility of its investment-linked plans (ILPs), starring six-time world record-holding flexibility artist Liberty Barros.

The initiative, developed with Leo Singapore, features three films, digital banners, out-of-home placements, and social media content running through 31 December 2026.

Across the films, Barros contorts her body into precise, controlled poses, highlighting visual cues that represent key product benefits. Her movements serve as a symbolic representation of Income’s ILP portfolio, communicating how the plans adapt to customers’ evolving financial needs. Later this year, the campaign will extend into a public activation in Singapore, giving audiences a live showcase of Barros’ renowned flexibility.

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The campaign introduces "Legacy flex solitaire", the newest addition to Income’s ILP lineup, which also includes "Invest flex" and "Invest flex vantage". All three products offer flexible features, including the ability to pause premium payments at no charge, a wide selection of funds, and coverage options that respond to important life events.

The launch is aimed at pragmatic Singaporeans in their 40s, who are increasingly seeking adaptable financial solutions amid career unpredictability, caregiving responsibilities, and retirement planning. Income Insurance positions its ILPs as practical tools for securing family futures, building personal wealth, and navigating financial milestones on one’s own terms.

“Singaporeans value flexibility, whether in their lifestyles or their investing choices. With our Investment- Linked plans, we are giving customers the freedom and control they are looking for. Barros brings that spirit to life effortlessly, with her world-leading flexibility capturing the very essence of this campaign in a bold and creative way," said Dhiren Amin, chief customer officer, Income Insurance. 

In tandem, Asheen Naidu, group executive creative director, Leo Singapore, said, “It’s not often you get to work with the world’s most flexible woman. Barros was amazing and really helped to dramatically land the point that in a cluttered category, Income Insurance really does have the most flexible plans.”

This isn’t Income’s first playful take on connecting with customers. In July 2025, the insurer brought back its stress ball mascot, Max, in a regional campaign by BBH Singapore. The follow-up sees Max more agitated than ever, promoting capital-guaranteed savings plans "Gro cash plus" and "Gro cash sure".

A 90-second spot features Max rampaging through an office, only to reveal his chaos stems from customers enjoying the calm brought by capital-guaranteed savings. The campaign, which ran across StarHub TV+, digital, Golden Village cinemas, Income branches, out-of-home placements, and social media, shows Max spiraling into a stress-fuelled identity crisis as he attempts to stay relevant in a world that no longer needs him.

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate. 

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