AXA has launched a new multi-country campaign, “Improbable Risks”, with Publicis Conseil, using humour to encourage people to rethink the risks they choose to protect against.
The campaign centres on two relatable characters: Theo, who is obsessed with preparing for a potential zombie invasion, and Nathalie, who goes to extraordinary lengths to save her dying plant. Both focus heavily on unlikely risks while overlooking their own health.
The campaign uses two stories, “Zombie” and “Plants”, to contrast irrational worries with the more immediate risks associated with health.
AXA combines the light-hearted creative with health statistics to highlight the gap between the risks people imagine and those that may actually matter most.
The campaign positions health as a central part of AXA’s role as an insurer, supporting customers throughout their journey from prevention to recovery through services including medical check-ups, long-term health support and recovery treatments.
Its central message, “A healthier you, is a happier us”, builds on AXA’s global platform, “Why should the future be a risk?”, reinforcing the brand’s focus on helping people prevent and manage health risks.
The campaign spans film, print and digital out-of-home, alongside a social-media ecosystem featuring street interviews and digital content focused on prevention.
Launching first in Germany on 7 September, “Improbable Risks” will progressively roll out across several European markets.