With Critical Illness the Leading Cause of Death, AXA Hong Kong Launches Campaign via Publicis

AXA Hong Kong has released a campaign film as part of its Critical Illness campaign. The foundation of the campaign addresses the insight that With Critical illnesses are the leading cause of death in Hong Kong and nearly 70% of people living there feel that choices are minimal when confronted by it.

The film was produced by Prodigious and directed by Dutch Director Michael Sewandono and Award-winning Director of Photography, Franz Lustig, captured the story.

“Inspired by true stories, the film at the center of the integrated campaign celebrates life’s choices,” said the release. “It is an authentic dramatization of a young woman’s experience. The story taking an unexpected turn when she is diagnosed with a critical illness”.


“Life is full of choices,” says Jacqueline Lam, Client Services Director, Publicis Hong Kong. “And, while nobody chooses to have a critical illness, the choices you make in life, today, can change the way you’ll live your life tomorrow. As your partner in life, AXA enables you to do so. AXA offers solutions (and choices) that empower people to stay ahead of a disease, and to continue living life on their own terms.”


Creative Directors: Thierry Halbroth, Richard Tunbridge, Steve O’Leary
Creative Team: Kato Tsang, Matthew Xu
Integrated Business Lead: Jacqueline Lam
Account Team: Leon Dorai, Stephanie Lai, Rosalina Ho
Planning: Brady Ambler
Media Agency: Havas Media
Director: Michael Sewandono
Director of Photography: Franz Lustig
Photographer: Topaz Leung
Producer: Armelle Sudron @ Prodigious Paris
Post-Producer: Karine Friang @ Prodigious Paris
Production: The Kitchen
Post-Production: Prodigious Paris
Music: Sixieme Son



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