AXA:The Family Portrait

Our Challenge:

AXA faced the challenge of addressing financial preparedness for critical illness while navigating the sensitive topic of death and illness. Their campaign needed to connect with diverse working adults, from young professionals to the financially-stretched sandwich generation, using layered messaging across multiple channels.

Our Strategy:

With Viddsee’s Audience Insights, AXA discovered that themes of sacrifice and gratitude, especially around family, resonate strongly with Singaporean audiences across age groups.
To connect emotionally, AXA and Viddsee used storytelling to depict a multigenerational family navigating tough decisions and conversations when faced with a suspected critical illness relapse.

Content-driven Approach:

Titled “The Family Portrait” the shortfilm is narrated through the perspective of a young woman about to enter the Sandwich Generation to connect with the target audiences.

The film contains many points of conflict across different generations, bringing up the key issues faced by each member of the family to provide multiple perspectives and discussion points across multiple demographics. It was further supported by 30-second and 60-second cutdowns, which are centred on the young protagonist who has to decide between pursuing her studies and going to work in order to help the family’s finances.

Output:

1 x Main Film
1x 30s and 60s social media cutdown
1x 60s cinema cutdown
Social Posts, Digital Banners
EDMs
1x Main Key Visual
Key Visual Adaptation for Taxi Wraps