In life, who hasn’t worried about things that are extremely unlikely to happen? But focussing on these improbable risks often takes attention away from the most real one of all – your health. So AXA presents Theo, who’s obsessed with preparing for a potential zombie invasion, and Nathalie, who goes to great lengths to revive her dying plant – and light-hearted humour. The campaign, directed by Joe Vanhouuteghem, invites people to rethink what they choose to protect and reminds them to take care of the risks that truly matter.      

The quirky and relatable personalities of its protagonists makes an essential topic feel accessible and universal. By using humour, it encourages people to take a more proactive approach to their health and to consider what they can do to prevent and take care of risks.

The film anchors the message “A healthier you, is a happier us”, expressing AXA’s belief that helping people live healthier lives benefits everyone. It adds to AXA’s global platform, “Why should the future be a risk?”, reflecting the brand’s ambition to help people prevent and address the health risks they face. The full campaign covers films, print and DOOH. In social media, a broader ecosystem around health brings the campaign to life, from street interviews that engage directly with people and remind them to take care of what truly matters, to digital assets that playfully explore the importance of prevention.    

The campaign launched September 7 in Germany, and will roll out in several European markets.