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AXA looks at pregnancy from dad’s angle

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Publicis Hong Kong is taking humorous approach to pregnancy from an expecting fathers perspective for a new campaign to promote the company’s pregnancy protection plan in a lighthearted way. Led by a 60-second TVC that features an expectant couple as they make the nine-month pregnancy journey, the campaign launches initially in Hong Kong, with other markets in Asia to roll out soon.https://youtu.be/B3fcCd7TlKsThe campaign aims to tap into an insight that expectant fathers want to be as connected as possible to their future babies and be prepared as their partners. “AXA is a company that continually strives for the greatest relevance to consumers and this new work recognises the excitement and emotion expectant fathers experience during their partner’s pregnancy,” Sue McCusker, CEO of Publicis Hong Kong, said.The integrated campaign will also run across print, outdoor and online content.Credits:Project: AXA – Regional Health Campaign (Choir Dad)Client: AXA AsiaCreative agency: Publicis Hong KongCreative director: Ray Chan,Integrated account leads: Sue McCusker, Daniel Cullen, Apitchaya BorvornsettananPlanning:Eva Ng, Carmen WuMedia agency: HavasProduction House and director: RSA, Barney Cokeliss

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