Choose Green for Health – Creating a Personalized Visual Journey with Manulife’s Gen AI

Project Overview

When Manulife launched the message “Choose Green for Health”, aiming to promote a sustainable and healthy lifestyle, they wanted users not only to hear it but also to see themselves in it. Marvy was entrusted to turn this message into an interactive digital experience using Gen AI Image generation, creating “Your Green Version” — a personalized visual call between users and the brand.

Marvy’s role extended beyond ideation — the team designed and developed the interactive microsite, built the AI image engine, refined visuals through continuous testing, and ensured a smooth and delightful user experience.

Context & Objectives

In the insurance market, standard visuals and infographics rarely make a lasting impression. Customers are used to seeing ads but rarely invited to actively engage or feel personally connected. Manulife aimed to build emotional engagement — transforming audiences from passive viewers into active participants.

Campaign goals:

1. Create personalized experiences, allowing users to generate their own “green version” images.

2. Encourage organic virality, motivating users to share their personalized images on social media.

3. Strengthen the brand image of green – healthy – active, turning every AI creation into a brand ambassador.

4. Ensure high-quality visuals and performance, maintaining Manulife’s brand consistency across outputs.

Insurance Industry Insight

Social media users today love personalized AI-generated visuals — filters, avatars, future-self simulations.

By merging the insurance concept with personalized “green versions” of each individual, Manulife enables customers to feel genuinely connected to the brand. As a result, “insurance” becomes more than a product — it becomes part of one’s lifestyle story.

Marvy’s Deliverables

1. UI/UX Experience Design for Microsite

Marvy designed an interface where users could upload portraits and select a “green signal” — luxury living, successful family, healthy chill life, or youthful spirit. The interface was sleek, accessible, and emotionally engaging, with a green color palette, soft light effects, and airy visual composition for an inviting digital space.

Desktop UI Interface

Mobile UI Interface

2. Gen AI Image Engine & Prompt Design

Marvy’s tech team built and fine-tuned a prompt system so that AI could interpret portrait photos along with selected “green signals” to generate realistic, harmonious visuals with proper lighting and context.
The system underwent multiple training iterations to prevent facial distortion or visual inconsistency.

3. Iterative Testing & Optimization

Hundreds of test runs were conducted using diverse photo samples (different lighting and angles). Each AI output was reviewed for lighting, tone, and facial accuracy before prompts and post-processing (Photoshop, color grading) were refined — repeated over weeks for optimal quality and stability.

4. Brand Integration & Sharing Experience

Once generated, images were branded with the Manulife logo and “Choose Green for Health” frame. Users could download and share them on Facebook with campaign hashtags. Marvy also managed social content coordination and traffic redirection to the microsite.

UI Interface Hashtag to share for Manulife

5. Post-Launch Monitoring & Real-Time Adjustment

After launch, Marvy tracked metrics such as image download volume, popular “green” themes, and any output errors. The technical team then fine-tuned prompts and fixed issues in real-time to ensure consistent experience throughout the campaign.

Results & Impact

The campaign exceeded expectations, becoming one of Manulife’s most remarkable digital highlights of the year. Users eagerly participated and shared their “green versions,” creating a viral movement on social media.

Over 21,510 users participated, generating 37,482 personalized images shortly after launch, with 17,745 shares on Facebook — a testament to the campaign’s organic reach and engagement.

Beyond numbers, the project showcased emotional resonance — each AI-generated image became a personal story reflecting lifestyle and aspiration, turning “Choose Green for Health” into a shared cultural message.

The microsite saw a surge in visits, longer session durations, and high conversion rates from view to share. Within the digital community, Manulife was recognized as a pioneer in applying Gen AI to brand communication — blending human values with technological creativity.

At a brand level, the campaign reinforced Manulife’s identity as green – healthy – modern, setting it apart from competitors and establishing a benchmark for AI-powered marketing campaigns in Vietnam.