Publicis HK releases new AXA regional campaign

Publicis Hong Kong has created a new ‘Emotional support’ campaign for AXA. The campaign continues to build the New World of health platform and begins to roll out in key markets across Asia this week, starting with Hong Kong.

The new campaign, directed by RSA’s Barney Cokeliss, by Publicis Hong Kong centers around AXA’s “New World of Health’ products and services underpinned by their “Redefining Standards’ philosophy. This campaign highlights their market leading approach to serious illness coverage.

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The ‘Emotional support’ campaign leverages the insight that illness affects not only the body but also the mind, and how the patient’s family can also suffer.

The TVC revolves around a doctor who is diagnosed with cancer and knows exactly what lies ahead in terms of the treatment routine – he understands the physical side, but the emotional turmoil hits him unexpectedly. We see how his family is suffering from the disconnection he feels while battling the illness. The scene changes when he is able to talk to a counselor, which is the innovative coverage provided by AXA. Over the counseling sessions, we see the release of his mental stress which can ultimately help in his physical recovery.

The campaign breaks in Hong Kong this week and will be rolled out also in Indonesia and Singapore in the coming months. The campaign is fully integrated with tv, print, outdoor and digital and is being handled by Havas Media for on and offline media across the region.

Credits

Photo production: Ki Workshop Limited