Empower individuals in Singapore to rethink and challenge societal expectations by highlighting outdated norms, inspiring them to define their own paths at every stage of life, and reinforcing AXA’s promise to provide the protection and support they need to live life on their terms.
Marketing Excellence Awards 2019, Shortlist
From the day we’re born, we’re told there are certain rules. But why should others tell you how to live your life? After all, yesterday’s rules don’t make tomorrow’s plans.
This was the message behind the film we launched for AXA to shine the spotlight on common societal expectations in Singapore— such as the belief that it’s not good enough to get anything less than an ‘A’ for a school exam, that it’s not acceptable to leave a job without a new job, that it’s not possible to live a fulfilling life or have a second career after 65 years of age — and encourage people to feel empowered to rethink, challenge and redefine them no matter what stage in life they are at.
The local campaign ran in digital, social and OOH platforms.