In celebration of Pride Month 2025 and in continued support of gender and sexual diversity in Thai society, FWD Insurance launches its latest brand campaign, “Celebrate Pride every day, Celebrate living together everywhere.” This year’s campaign brings creative storytelling to life with the help of Generative AI, integrated throughout the campaign development process. FWD Insurance presents a new perspective that encourages people to recognize that diversity is not a distant concept—but a part of everyday life that we all share.
This year, FWD Insurance joins in celebrating Pride by raising awareness of togetherness and belonging in society—through visuals, sound, and thought-provoking storytelling. The campaign uses Generative AI to creatively portray everyday life through ‘Seek-and-Find Illustration’—an art style inspired by large, detailed scenes filled with people and real-life situations.
The illustrations invite viewers to look closely and identify different groups of people by searching for specific characters placed throughout busy public settings—such as parks. These characters reflect the diversity around us and emphasize how we all coexist and live together as part of one community, in every space.
Behind the creative work lies the concept of Brand x Tech x People—a vision where technology supports a deeper understanding of what it means to be human. FWD Insurance uses Generative AI from the early stages: analyzing audience insights, designing LGBTQ+ characters with a wide range of personalities and expressions, and arranging the visual compositions to reflect the harmony of real life.
The Seek-and-Find Illustrations, a core part of the campaign, do not explicitly point out who is who—instead, they give space for all to see that “we live together, and are part of one another in society,” recognizing the diversity embedded in our daily lives.
“We’ve consistently communicated the importance of diversity and equality for the LGBTQ+ community through campaigns that open perspectives and build awareness in society,” said Ms. Pavarisa Chumvigrant, Chief Marketing Officer of FWD Life Insurance Plc. (“FWD Insurance”). “We believe that equality is fundamental to building a society where people live together with understanding and mutual respect. This year, we have extended the concept from equality to coexistence within diversity—it’s not ‘them’ or ‘us,’ but ‘all of us’ together in one society. That’s why we chose to tell the story of diversity through real-life situations, to show that diversity is not far from us—it surrounds us every day. And we all can Celebrate living—confidently and authentically—in the way that reflects who we truly are. No matter what you prefer or how you live, FWD Insurance is here to support and empower the LGBTQ+ community to Celebrate living with Pride—every day, not just on special occasions.”
In addition to the Seek-and-Find Illustrations, the campaign expands with video stories from LGBTQ+ creators who share their thoughts and life experiences—real and unfiltered. It also includes social media content designed to encourage deeper engagement, especially with the younger generation who are looking for people and brands that truly understand and respect their identity. The campaign offers space for everyone to be their true selves in every role—whether as a friend, an elder sister, a colleague, or even a stranger in the park.
Experience the new Pride Month brand campaign on FWD Insurance’s social media channels, featuring videos and storytelling from LGBTQ+ creators starting June 5.
