Emma by AXA #BreaktheMyth

Project Goal:

AXA’s all-in-one wellness app, Emma was launching in Hong Kong, the Philippines, mainland China, Japan, Indonesia, and Thailand. The brief was to drive awareness about the app.

Summary:

The health industry is full of myths, from breakfast cereals causing cancer to baking soda curing cellulite. AXA's #BreakTheMyth campaign aims to debunk these misconceptions with simple, science-based facts.

We took advantage of consumer insights from various countries to identify the key myths locals grew up with and brought it to life in this humorous campaign. Partnering with illustrator Camilo Huinca, AXA launched the campaign on various social media platforms with bold, humorous and striking illustrations-animation approach to capitalise on short-form video formats on TikTok, Reels and YouTube Shorts.

The goal was to spark conversations and promote its wellness app, Emma. This bold and humorous approach encourages the audience to rethink the myths they grew up with and have a laugh along the way.