AXA has launched â€śFrom living life to loving lifeâ€ť campaign on 15 July, as a continuation of its commitment to empower the customers to live a better life.Â AXAâ€™s latest campaign, which is an extension of last year’s â€śYour Life, Your Choiceâ€ť 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.
Produced by Prodigious, and directed by award-winning director, Nan, the film is a touching yet very insightful take on a familyâ€™s life in Hong Kong. It is a story that inspires viewers to take a moment to evaluate their own priorities and gain a newfound appreciation of the beautiful things life has to offer.
While making the most of the hours in a day has been the hallmark of Hong Kong efficiency, the film presents a constant struggle for parents who despite wanting the best for their children, inadvertently find themselves being physically present, but mentally absent.Â Â
This led to the development of an authentic story that dips into a day in the life of a Hong Kong family. Through the childâ€™s innocent perspective, the film 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 momâ€™s sudden cancer diagnosis.This changes everything.
Andrea Wong, chief marketing and customer officer at AXA Hong Kong said, â€śAs 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. Thatâ€™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.â€ť
Cancer is 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.
Creative Agency: Publicis Hong Kong
Creative Directors:Â Sonic Choy, William Li, Bobby Chiu, Jessie Fung, Richard Tunbridge, Steve Oâ€™Leary
Creative Team:Â Sandie Kwan, Lok Man Li, Cyan Cheng
Integrated Business Lead:Â Dennis Yeung
Account Team:Â Kenneth Poon, Catrina Lam, Holie Ko
Planning:Â Brady Ambler
Media Agency:Â Havas Media
Director of Photography: Andreas Johannessen
Photographer:Â Charles Mamarot
Producer:Â Armelle Sudron @ Prodigious Paris
Production:Â The Kitchen
Music:Â Sixieme Son