Total Assure Plan
AXA Hong Kong
Creative Direction
Emotional storytelling driving AXA's proactive critical illness coverage campaign.

For AXA Hong Kong's Total Assure Plus Critical Illness Plan launch, we developed a holistic creative campaign that emphasized proactive health protection and early detection benefits. The communication strategy centered around peace of mind and family well-being, with special focus on the innovative BabyPro features.

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Our scope included conceptualizing an emotionally resonant creative theme, establishing a distinctive art direction, producing an engaging product video that simplified complex protection features, and designing an intuitive calculator mini-site. The campaign successfully communicated the plan's comprehensive coverage while maintaining a warm, reassuring tone that reflected AXA's commitment to protecting families at every life stage."

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AXA Total Assure master video in Cantonese
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