Description
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.
In life, who hasn't worried about things that are extremely unlikely to happen? By focusing too much on these improbable risks, we can end up overlooking the most real one of all: our health. Through its new campaign, AXA invites people to rethink what they choose to protect and reminds them to take care of the risks that truly matter.
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.
Combining a light-hearted and humorous tone with impactful health statistics, the campaign playfully highlights the gap between the risks we imagine and those that are really worth protecting ourselves against. With a touch of irony, it sheds light on the sometimes irrational ways in which we protect what we believe is important, while neglecting what truly matters.
AXA takes a distinctive and disruptive approach to a topic as serious as health.
Through the quirky and relatable personalities of its protagonists, the campaign 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.
AXA, as a partner that stands by people at every stage of their health journey, helps them take care of what matters most, from prevention to recovery, through services such as medical check-ups, long-term health support and recovery treatments.
The film anchores the message “A healthier you, is a happier us”, expressing AXA's belief that helping people live healthier lives benefits everyone. It continues to bring AXA's global platform, “Why should the future be a risk?”, to life, reflecting the brand's ambition to help people prevent and address the health risks they face.
The campaign extends across films, print and DOOH. On 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 progressively rolls out across several European markets, starting in Germany since September 7.
This professional campaign titled 'Improbable Risks' was published in France in September, 2026. It was created for the brand: AXA, by ad agency: Publicis Conseil. This Integrated medium campaign is related to the Health and Insurance industries and contains no media assets. It was submitted less than a minute ago.
