A Little Girl Dreams of a Perfect Future in AXA Spot

AXA launches a new multi-country campaign with Publicis Conseil.  

When we were children, the future was full of endless opportunities and excitement. We constantly envisioned new projects, with each day's plans quickly giving way to the next. However, as we grow older, our enthusiasm fades, and thinking about the future often becomes a source of uncertainty and hesitation. This tends to make people focus on the present, neglecting the importance of preparing for their future and what’s ahead. 

Ulrike Decoene, AXA group chief communication, brand and sustainability, to add, “Life may be full of risks, but the future shouldn’t be one of them. Everyone should have the right to be hopeful about the future. And we are acting concretely for it.”  

Through its new campaign, AXA’s message is that it’s never too late to be enthusiastic about the future. The campaign highlights AXA as a positive partner for near and future opportunities thanks to its flexible wide range of 'Life & Savings' solutions. 

Shot on 35 mm and directed by Janssen Powers, with cinematography by Olan Collardy, the film tells the story of a little girl’s journey as she dreams of her perfect future, of all the places she’d like to see and all the things she’d like to do, building on a very simple message “the Future begins with our dreams”.  

The campaign will be progressively rolled out internationally, starting in Germany on July 22nd, followed by Mexico on August 1st, and Belgium on August 26th.