Publicis Hong Kong + AXA launch critical illness campaign to empower people to live better

Following a global strategic shift from “payer” to “partner”, AXA Hong Kong is the first in Asia Pacific to roll-out the new brand platform with its Critical Illness campaign.

Inspired by many true stories, the film at the centre of the integrated campaign celebrates life’s choices. It is an authentic dramatisation of a young woman’s experience. The story taking an unexpected turn when she is diagnosed with a critical illness.

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With Critical illnesses being the leading cause of death in Hong Kong, it is no surprise that health is the top concern for nearly 70% of Hong Kong people, who also feel that choices are minimal when confronted by a critical illness. This was the compelling consumer insight that led to the development of the story, which takes a positive and life-affirming approach seldom seen in the category.

“Life is full of choices,” says Jacqueline Lam, Client Services Director, Publicis Hong Kong. “And, while nobody chooses to have a critical illness, the choices you make in life, today, can change the way you’ll live your life tomorrow. As your partner in life, AXA enables you to do so. AXA offers solutions (and choices) that empower people to stay ahead of a disease, and to continue living life on their own terms.”

The film was produced by Prodigious, and directed by Michael Sewandono. The Dutch director was able to deliver the story in an authentic and very personal way, in a non-intrusive manner. The balance of emotions allowed the story to remain positive and life-affirming. Award-winning Director of Photography, Franz Lustig, captured the story in a beautifully, cinematic way, while staying within the realms of reality.

Credits –

Music: Sixieme Son