Children's dreams at the center of Axa's pension campaign

Axa is launching its new pension campaign "The future is made of dreams" on January 5, 2026, after the first video was shown on screens in December 2025. The campaign emphasizes the importance of individual pension provision and focuses on Axa's pension solutions.

Children's dreams at the heart of the campaign

At the heart of the campaign is an emotional commercial featuring a little girl who dreams of her professional future: she wants to be the first astronaut on Mars, sail around the world as a captain, realize her dreams as a chef or discover the world as a photographer. There are no limits to her imagination. The claim "The future is made of dreams" shows that dreams are the driving force behind how we shape our future. With its pension solutions, Axa wants to support its customers in realizing these dreams.

Life cannot always be planned, which is why individual provision is all the more important. With this campaign, Axa wants to draw attention to the relevance of early pension planning. In doing so, it aims to offer pension solutions for every budget.

Testimonials focus on different family constellations

In addition, a video series focuses on different family constellations such as patchwork and single-parent households as well as families in which the parents are cohabiting. Early retirement planning is often particularly important in these constellations, especially if they have a smaller budget.

"In the video series, three families talk about their dreams, their history and also about strokes of fate. They show what their financial situation looks like and what this means for their individual pension provision," says Antonia Lepore, Head of Marketing at Axa Switzerland. "We want to use the videos to focus on the realities of their lives and show that it is crucial to take a close look at your own pension situation, especially if you have limited financial resources."

The campaign can be seen on posters, on television and Connected TV, in print advertisements, various social media channels and online platforms. The girl as an astronaut on Mars is the common thread running through all planned advertising measures.

Responsible at Axa: Antonia Lepore (Head of Marketing Axa Switzerland). Responsible agencies: Publicis Conseil and Publicis Zurich, Prodigious Zurich (creation), Mindshare Switzerland (media).