AXA — Everyday mishaps

Most germans overestimate the coverage of the state health insurance, only to find out the true cost of quality care when it's too late. This campaign let people know that they need AXA's complementary health insurance to get complete quality coverage.

Art Direction — Publicis Conseil x Nurun Paris for AXA Germany
Case Study

Working closely with our creative director and two creative copywriters, we went for a minimalist scenery of random everyday items. By showcasing them in a neutral way, they would appear more prominent than in their usual place, allowing us to emphasize our campaign signature, "keep minor mishaps from becoming major expenses".

Visuals / Prints

Sample of the visuals we designed for the campaign

One of the final versions. This one and the four ones below were displayed in supermarkets, newspapers and online.

TV Spots


In-store activation
We created our outrageously expensive chocolate for real, to surprise germans as they were grocery shopping. The back of the pack could then be used to sign up for the complementary insurance offer.
Awards
Eurobest 2016 - Bronze Healthcare
Cristal Festival 2016 - 1x Bronze


Finally, thanks a lot to Robert Aquadro and Tobias Fant for trusting me with this project. It's been a pleasure.



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