Sh*t Happens

Axa Travel Insurance

Brief: To convince 18-24 year olds that they need travel insurance. The challenge is to come up with an integrated marketing campaign for travel insurance (single trip or annual coverage) that will help us reach young professionals. Insurance is dull, but we want to challenge what people expect from an insurance company.


Idea: The idea is to bring back comic strips and use comedy and nostalgia to target young professionals. The campaign is called Sh*t Happens as many youthful travelers believe nothing bad will happen to them while traveling. So three characters were created and named Amara, Ben and Lucy. These three characters will then be used in various ways throughout the campaign, for example in billboards, social media and the Metro. Amara, Ben, and Lucy will be featured in a comic strip where they go on a backpacking adventure and run into a few issues. Luckily, Axa is there to save the day. There will be an escape room where backgrounds of the comic strips will be featured in the escape room itself. As guests go through the rooms, they are helping the characters Ben, Amara and Lucy navigate their way through their holiday and the various scenarios they find themselves in. It becomes apparent that the only way that Ben, Amara and Lucy can successfully make their way out is with the use of Axa Travel Insurance.


To bring a young, fresh and comedic vibe to a topic most people who are 18- 24 years old feel is boring. In doing so we brought back comics to show our audience that things can still go wrong even though we believe ourselves to be invincible.


Completion: Comic strip (weekly updates in the Metro)

                    Billboards (up around London in spring)

                    Escape Room (event with influencers and pop up in London)







Contact Me At: