Bestads Best TV of the Week: AXA ‘Improbable Risks’ via Publicis Conceil, Paris
Each week Bestadsontv.com [the global arm of Campaign Brief] showcases standout global advertising work as reviewed by a top international creative director or team. This week’s best film is AXA’s ‘Improbable Risks’ via Publicis Conceil, Paris.
The film was selected by this week’s guest judge Hermeti Balarin, Joint-Chief Creative Officer, Wieden+Kennedy London.
Says Balarin: “Lovely premise and really watchable performances in both films. Insurance is not an easy product to advertise, so I really admired how entertaining and easy it all felt.”
AXA launches a new multi-country campaign “Improbable Risks” with Publicis Conseil focused on health, positioning AXA as the insurer that stands by people throughout their entire health journey, from prevention to recovery. The campaign brings to life a universe built around two authentic, funny and relatable protagonists: Theo, who’s obsessed with preparing for a potential zombie invasion, and Nathalie, who goes to great lengths to revive her dying plant. Both characters focus their attention on unlikely risks, while overlooking their own health. Their stories unfold through two narratives, “Zombie” and “Plants”, contrasting these irrational behaviours with real health risks across a range of assets, from hero films directed by Joe Vanhoutteghem.
READ HERMETI’S BESTADS REVIEW HERE
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