AXA and Publicis Groupe collaborate to launch life-changing Bucket List Ai across parts of Asia
Everyone has a bucket list of dreams they hope to achieve one day, but critical illness can strike at any moment. In fact, one in two of us will have our lives unexpectedly interrupted by a critical illness like cancer, cardiovascular or respiratory disease – a statistic so startling, it inspired AXA to empower people to protect their dreams with the launch of AXA Bucket List Ai, the first-ever text-to-dream creator.
AXA Bucket List Ai is an interactive experience that makes it possible to visualize any dream in seconds, created in collaboration with Publicis Groupe in Thailand, the Philippines and Hong Kong.
Studies have shown that visualisation techniques can positively impact our goals, making us more likely to take steps towards achieving them. So, AXA set out to create an intuitive experience that inspires people to create and live out their bucket list dreams.
Built into the algorithm is an unexpected glitch – a poignant reality check that demonstrates how critical illnesses can suddenly, and indiscriminately, interrupt our lives.
“Unfortunately, we will all be touched in some way by critical illnesses at some point in our lives. With the launch of AXA Bucket List Ai, our primary objective is to shift the prevalent belief that critical illnesses are beyond our control, and empower everyone to take proactive steps to protect themselves from the impacts of such illnesses,” says Arthur Lenfant, Global Brand Manager at AXA.
Bernice Fong, Head of Brand at AXA International Markets adds: “We tend to put our heads in the sand when it comes to the risk of critical illness. With Bucket List Ai, AXA is on a mission to encourage people to live out their dreams – and take positive steps to protect them by safeguarding their health and finances, and planning for the future.”
From hot air ballooning in Cappadocia to swimming with whale sharks, AXA Bucket List Ai can visualise any dream using OpenAI APIs to deliver an intuitive and playful experience in combination with Imagen3, Google’s highest quality text-to-image model. The experience links directly to information about AXA’s Health and Critical Illness plans, and is supported with a series of films and influencer content.
“There is so much doom and gloom in the critical illness insurance category, but with the launch of Bucket List Ai, AXA is using people’s bucket list inspirations to promote positivity around protecting their dreams. Behind the scenes, there are multiple AI systems analysing as you type, suggesting alternatives, and scanning for the most inspiring imagery. As a digital experience, Bucket List is a powerful reminder of how precious life is,” explains Laurent Thevenet, Head of Creative Technology at Publicis Groupe APAC.
Critical illnesses are becoming more prevalent in Asia, exacerbated by unhealthy lifestyle choices and an ageing population.
AXA Bucket List Ai is now live in Thailand and the Philippines.
In Thailand, AXA’s health plans include benefits such as cancer treatment innovation, annual health checks, access to Roke Rai So Shield, a plan that covers 10 serious illnesses, and the Emma by AXA app, which helps to strengthen body and mind.
In the Philippines, AXA offers award-winning medical plans, Health Care Access and Global Health Access, which includes an annual physical exam (APE) and executive checkup (ECU). Its superior critical illness plan, Health Max Elite, covers 150+ critical conditions—even at pre-early stages, so you can focus on living out your bucket list knowing that you are covered every step of the way.
Credits
Client: AXA Group
Global Brand Director: Virginie Berçot
Head of Brand, AXA International Markets: Bernice Fong
Global Brand Manager: Arthur Lenfant
Brand Project Officer: Kateryna Martyniuk
Media Expert: Antoine Meuret
Client: AXA Philippines and Thailand
Chief Customer Officer, AXA Philippines: Nandy Villar
Marketing Communications Director: Laura Del Rosario
Chief Communications Officer, Philippines: Bernadette Chincuanco
Chief People and Brand & Communications Officer, Krungthai AXA: Bubphawadee Owararinth
Senior Vice President – Head of Brand & Communications: Sukanya Isaranuwatchai
Agency: Publicis Groupe Hong Kong, Philippines, Thailand, Paris
Chief Creative Officer, APAC: Natalie Lam
Head of Creative Excellence, APAC: Jason Williams
Head of Creative Technology, APAC: Laurent Thevenet
Chief Strategy Officer, Hong Kong: Martin Smith
Regional Business Director: Ellen Soh Griffon
Associate Account Director: Sammie Wong
Head of Design: Marcin Brzezinski
Creative Director, Experience Design: Chris Jovanov
Brand Director: Urarat Buangam
Senior Account Executive: Thanutcha Sueksa
Strategic Planning Manager: Alisa Srisawad
Senior Group Creative Director: Wimonrat Nantananonchai
Senior Creative Partner, Manila: Paolo Fabregas
Associate Business Unit Director, Manila: Antoi Almosa
Chairman, Digitas Bangkok: Paruj Daorai
Creative Director, Experience & Strategy Design, Tokyo: Victor Fontan
Deputy Head of Planning, Publicis Conseil Paris: Eva Chapiteau
Production: PXP Studios Australia
Chief Delivery Officer: Gary Arnas
Executive Digital Producer: Nicole Marshall
Creative Technology Director: Kiki Lauda
Digital Designer: Cindy Kuoch
Digital Designer: Jarryd Hood
Frontend Developer: Steven Ashby
Creative Technologist, madebymachines: Michael Andrian
Media: Wavemaker
Strategy Partner APAC: Andras Knodel
Global Planning Director: Paris Dagmara Stolc
Associate Director, Hong Kong: Alex Tam
Planning Head, Philippines: Kevin Ramos
Managing Partner, Thailand: Chaiporn Intasay
