AXA Brand Campaign Challenges Stereotypes About Aging

The AXA brand campaign continues the insurance company’s global brand communication and focuses on financial planning for every stage of life. Dreams, goals, and passions know no age—yet age often influences what people are believed capable of and what opportunities are open to them. With the global campaign «Age Shouldn’t Be a Risk,» developed by Publicis Conseil and Publicis, AXA advocates for a nuanced perspective on aging and highlights why appropriate financial planning is important at every stage of life.

The campaign is the latest iteration of the multi-year global brand concept «The future shouldn’t be a risk» and follows last year’s campaign, «Independence shouldn’t be a risk.» This year, the focus is on people in different stages of life and their individual plans, needs, and passions. AXA positions itself as a partner dedicated to supporting people of every generation with tailored retirement planning solutions.

A New Perspective on Aging

At the heart of the campaign is an emotional film that challenges common perceptions about aging. It shows people who, regardless of where they are in life, are pursuing new goals, launching their careers, or following their passions. The situations depicted range from an active retiree running a marathon to a young chef just starting his career.

In this way, the campaign highlights that people cannot be reduced to a mere number representing their age. To be able to pursue one’s own goals and passions as independently as possible at every stage of life, it is important to plan for the future early on and in a way that suits one’s current life situation. Good retirement planning is therefore based not solely on age, but on a person’s individual plans and needs.

The film, developed by the AXA Group, will air in several European countries. In Switzerland, the campaign will run from September 21 through the end of November on television as well as on digital and social media platforms. The goal is to strengthen AXA’s brand awareness and promote awareness of financial planning at different stages of life.

Swiss street interviews challenge first impressions

In addition to the international film, AXA Switzerland is focusing on original content developed specifically for social media. Street interviews conducted in German-speaking Switzerland and French-speaking Switzerland playfully illustrate how quickly people are pigeonholed based on their age. With surprising questions and a humorous shift in perspective, the videos encourage viewers to question their first impressions. Their central message: Any age is the right age to pursue your own interests and passions.

Retirement planning is based on life, not on a number

Every stage of life brings with it different desires, needs, and questions. That’s why the campaign in Switzerland is aimed at people of all ages. AXA supports individual and business customers in choosing retirement planning solutions that fit their specific life situations—with the goal of enabling people to realize their dreams and pursue their passions with as much autonomy as possible.

«People of all ages have plans, goals, and passions. With our campaign, we want to encourage people to question existing notions about aging. At the same time, we want to encourage everyone to actively engage with their personal financial planning so that it meets their individual needs,» says Antonia Lepore, Head of Marketing at AXA Switzerland.

All promotional materials lead to the campaign’s landing page. There, interested individuals can find information and solutions related to personal and occupational retirement planning, tailored to their specific needs. The campaign aims to raise awareness of this topic among people at every stage of life and highlight suitable options for them.

Client: AXA GIE and AXA Switzerland. Agencies: Publicis Conseil and Publicis (creative), Wavemaker Global and Mindshare Switzerland (media).