The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Creative Creative Works Brand Strategy

Axa ad tugs on the heartstrings with tale of birdwatching grandfather


By Amy Houston, Senior Reporter

January 6, 2022 | 2 min read

Insurance company Axa and creative agency Publicis Conseil have collaborated on a heartwarming short film intended to assure customers they get to ‘stay focused on what matters’.


'Birders' by Axa and Publicis Conseil

‘Birders’ is the story of a young girl named Yara who is extremely inquisitive and full of life. One day, the girl's mother leaves her in the care of her slightly grumpy grandfather who seems to have retreated to solitude.

Viewers witness Yara discovering her grandfather's passion for birdwatching, and she takes to the hobby herself. At first, the old man seems annoyed by her presence but as each day passes their shared love for nature and exploring creates a strong bond between them and viewers see the grandfather begin to soften.


The campaign, which launched in Ireland this month and will be released in Switzerland in April, aims to put real life and relationships to the forefront and establish Axa as a go-to insurance provider.


Acclaimed Australian director Sean Meehan worked on the film alongside British composer Sam Thompson - who has scored the likes of Sex Education and the Elton John biopic Rocketman.

Post-production was orchestrated by Prodigious and the video was graded by colorist Eric Whipp who worked on Mad Max: Fury Road.

Axa: Birders by Publicis Conseil

By Axa

Overall Rating 3/5

Vote now
Creative Creative Works Brand Strategy

More from Creative

View all


Industry insights

View all
Add your own content +