Publicis Hong Kong creates a heart-warming spot for AXA Insurance's critical illness plan

AXA critical illness plan.jpgHongKongers are always living fast-paced lives to make the most of the hours in a day, and often feel extra helpless when faced with critical illness. AXA critical illness plan offers a first-in-Hong Kong lump sum and monthly continuous cancer payout benefits, which enables customers to focus on their recovery and help them reprioritise their lives. To help promote AXA Insurance's critical illness plan Publicis Hong Kong has created a heart-warming spot.

A continuation of AXA's commitment to empower its customers to live a better life, on July 15th the insurance company launched an extension to its last years' "Your Life, Your Choice" campaign.
Entitled, "From living life to loving life", AXA's latest campaign raises the important question of how families are to prioritise and balance their lives, particularly when faced with a life-changing event such as a critical illness.
AXA.jpgAXA4.jpgAX2.jpgWhile making the most of the hours in a day has been the hallmark of Hong Kong efficiency, it presents a constant struggle for parents whom despite wanting the best for their children, inadvertently find themselves being physically present, but mentally absent.  "As a mother, the common struggle to balance work and spending quality time with the family resonates strongly with me and often times we tend to end up multi-tasking various duties and missing what really matters. That's why at AXA, we have developed this campaign to inspire HongKongers that better life is beyond getting the right protection, but also to take a step back and cherish things that matter in life," says Andrea Wong, Chief Marketing and Customer Officer at AXA Hong Kong.
This led to the development of an authentic story that dips into a day in the life of a Hong Kong family. Told through the child's innocent perspective, it portrays a heart-wrenching story of a child observing her mother rush through the day, too busy to pay her much attention, until the little girl witnesses her mom's sudden cancer diagnosis.  This changes everything.
With cancer still a leading cause of death and source of strain on quality of life for many Hong Kong families, AXA services go a step further this year, with its first-in-Hong Kong protection payout pattern that provides continuous financial support for cancer patients. This support helps relieve the long-term financial burden associated with cancer, enabling patients to not only get through their toughest period, but also gives them the time, space and peace-of-mind to reflect and appreciate the things that truly matter in their lives.
Produced by Prodigious, and directed by award-winning director, Nan, the film is a touching yet very insightful take on a family's life in Hong Kong. It is a story that inspires viewers to take a moment to evaluate their own priorities and perhaps in doing so, gain a newfound appreciation of the beautiful things life has to offer.
Credits -
Creative Directors: Sonic Choy, William Li, Bobby Chiu, Jessie Fung, Richard Tunbridge, Steve O'Leary
Creative Team: Sandie Kwan, Lok Man Li, Cyan Cheng
Integrated Business Lead: Dennis Yeung
Account Team: Kenneth Poon, Catrina Lam, Holie Ko
Planning: Brady Ambler
Media Agency: Havas Media
Director: Nan
Director of Photography: Andreas Johannessen
Photographer: Charles Mamarot
Producer: Armelle Sudron @ Prodigious Paris
Production: The Kitchen
Music: Sixieme Son

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