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AXA – Birders

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In a refreshing piece of content for their motor insurance cover, AXA has eschewed price-shouting and risk-highlighting and instead created a film that promotes the genuine value of the service: the ability to focus on other things.

With the slogan "Stay focused on what matters", Birders tells the story of a curious little girl who’s left in the care of her curmudgeonly grandfather, only for a shared passion of birdwatching to help them grow closer.

Australian director Sean Meehan, through Superette, crafts a sweet tale of mutual understanding, bringing to life a lovely concept from Publicis Conseil that sidesteps the saccharine in its search for sweetness.

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