Context : Breaking the taboo around funeral planning by using a light-hearted, human tone — all while promoting AXA’s funeral insurance.
Central Insight : If we can get simple things wrong, like choosing the wrong ice cream or flowers, how can we be sure we’ll get more important decisions right, like planning a funeral?
Big Idea :
"We get the small things wrong. Let’s not get the important ones wrong."
This humanizes and destigmatizes funeral insurance by linking it to everyday family moments. The contrast between the trivial and the essential creates emotional impact while using humor to open the conversation.
