Plum Unlucky: An Insurance Ad Like No Other
There’s something oddly satisfying about transforming the everyday into something unforgettable. And let’s be honest—insurance doesn’t usually spark excitement. But when AXA asked us to create a campaign that would get people talking, we knew it was time to get a little… unconventional. Enter the plum.
Yes, you read that right—a plum. Not a natural disaster or a tragic accident, but a seemingly harmless piece of fruit that has been orchestrating the untimely demise of one unfortunate family for generations. What followed was a darkly comedic, time-traveling epic that showcased our hero’s ancestors meeting their absurd fates in spectacular fashion.
Making History with Humor
To bring this unusual concept to life, we used a unique film technique that placed our modern-day actor directly into archival footage. Imagine seamlessly blending real 1920s swing parties, 1940s wartime chaos, and 1980s neon vibes with a single thread: a plum lurking ominously in the background.
This wasn’t just about nostalgia. Instead, it was about crafting a visual journey that felt authentic to each era. From grainy sepia tones to perfectly curated costumes, every detail helped immerse viewers in a world where tragedy and comedy collided—one plum at a time.
Why a Plum? Because It’s Funny
Let’s face it: a plum is inherently ridiculous. It’s small, harmless-looking, and utterly unexpected. And that’s exactly why we chose it as our villain. It’s the perfect symbol of life’s unpredictability—a curveball you never see coming until it’s too late.
Of course, the humor wasn’t just for laughs. The campaign had a purpose: to remind viewers that life is full of surprises, and not all of them are good. While you can’t predict the future (or an attack by fruit), you can protect yourself with AXA’s insurance plans.
The Creative Process Behind the Chaos
This campaign was as fun to create as it is to watch, thanks to an incredible team of talented professionals. From concept to execution, every moment was a testament to the power of collaboration and creativity.
Credits
- Creative Director: Danuta Nierada
- Senior Copywriter: Krzysztof Nienałtowski
- Art Director: Fryderyk Klyszcz
- Client Service: Monika Niechajewicz, Karolina Pisarek
- Strategy: Filip Beźnicki
- Film Producer: Marta Gierej
- Film Director: Miron Bielski
- Agency: Saatchi & Saatchi IS Warsaw
- Post Production: Prodigious
- Production House: Tank
Watch the Plum-stravaganza
Want to see how it all unfolds? Check out the full video on Vimeo here.
Through humor, innovation, and a healthy dose of absurdity, we turned insurance into something people actually want to talk about. Because who says a serious topic can’t have a little fun?