As an assurance company Axa has always been protecting its clients. In 2017 the brand decided to go further by positioning itself as a real partner. More than just a guardian angel, Axa is becoming a everyday coach that fallows its clients and helps them to take the right decision to eventually prevent problems. To give life to this new brand promise we create an activation based on a terrible fact : tobacco kills millions of people despite the information people have. Axa can do something about it : The Spoiler Pack. Creation : Olivier Porte, Philippe & Carl.