SO DON’T BORE and AXA brought a fresh vibe to medical insurance leadership with a campaign that breaks free from the usual rankings and statistics, , highlighting a simple principle: the key to AXA’s leadership is understanding and prioritizing people’s needs.

Crafting the Story

The creative team translated the message “Leading in medical protection, your needs come first” (醫保領先 全因諗咗你先) into a narrative that connects product benefits with real-life experiences. In the thematic video, we dive into the chaos when people are tackling health challenges —thousands of thoughts buzzing around. The film shows how AXA gets it, focusing on the most pressing concerns on customer minds. By putting these needs at the forefront, the product features shine through: a simple medical hotline becomes a cozy source of comfort, and coverage becomes a foundation for peace of mind.

The campaign presents a cinematic journey that captures the essence of AXA’s customer-first philosophy. It demonstrates how insurance communication can evolve beyond a list of features to create meaningful connections with people.