Girls gives boy special birthday gift in AXA ad to launch new insurance product in Singapore

The Hong Kong and Singapore offices of ad agency Publicis are behind a campaign to launch a new medical insurance plan for Axa in Singapore that suggests that ‘It takes someone new to see a better way’.

The creative idea behind the campaign is a little boy who is disappointed by the presents he is given at his birthday party until a new neighbour presents him with a special gift.

Thierry Halbroth, managing partner and ECD at Publicis Hong Kong, commented: “The film tells a simple story of how taking a step back allows you to look at things in new ways. The charm of the story comes through from the heartwarming and innocent storyline of two children meeting for the first time and immediately establishing a connection.”

The campaign also comprises bus-side advertising, press and digital.

AXA Singapore bus work


  • AXA: “Birthday Party”
  • Client: AXA Singapore
  • Brief: Launch new Private Shield Insurance
  • Creative Agency: Publicis Hong Kong & Publicis Singapore
  • Executive Creative Director: Thierry Halbroth
  • Creative Team: Jonathan Ng, Grace Tan, Faith Lim, KokWei Tay, Nicholas Teo, Don Ellis
  • Integrated Business Lead: Jacqueline Lam, Frances Kong
  • Account Team: Sharon Ng, Sabine Wong, Alexander Lin, Sarah Holgado
  • Planning: Lucile Belleville, Carmen Wu, Carol D’Souza
  • Media Agency: Havas
  • Production House & Director:
  • Director – Quek Shio Chuan (Reservoir)
  • Photographer – Teo Chai Guan
  • Music – John Ferreira (Genuine Music)

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