AXA rolls out "From living life to loving life" campaign

AXA has launched “From living life to loving life” campaign on 15 July, as a continuation of its commitment to empower the customers to live a better life. AXA’s latest campaign, which is an extension of last year's “Your Life, Your Choice” 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 family’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.  

This led to the development of an authentic story that dips into a day in the life of a Hong Kong family. Through the child’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 mom’s sudden cancer diagnosis.This changes everything.

Andrea Wong, chief marketing and customer officer at AXA Hong Kong said, “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.”

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: 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