Esperanza de Pueblo

"Esperanza de Pueblo" is an integrated 360 campaign for AXA that reframes rural depopulation through a powerful metaphor: just like individuals, Spanish villages have a life expectancy, which is declining primarily due to a lack of essential services.

It started as a simple partnership communication between AXA and Correos, but it evolved into a whole new product at its core, Pueblo Activo, the first-ever collective insurance covering an entire village.

We also developed an interactive digital platform where users can check the specific life expectancy of different villages across Spain and explore the underlying socioeconomic data driving those numbers. esperanzadepueblo.axa.es