Insurance company AXA has launched its first global campaign conceptualised by Publicis Conseil to showcase its new brand propositioning “Empower people to live a better life”.
The campaign is inspired by the true story of an AXA client who was trapped and severely injured during the Nepal earthquake in 2015, while on a humanitarian mission. The AXA team on the ground found and repatriated her, giving her all the medical and psychological help she desperately needed to make a full recovery.
The story is told from the client’s point of view. It is not just one of repatriation at a time of need, but rather a celebration of resilience and determination, making us discover how the young woman comes out stronger and more confident from this tragic event.
As a real customer case, it was a challenging story to tell, making it relevant to all markets while being faithful to the true story and respectful to all who were impacted by this natural disaster.
“This new global campaign is a significant step change in AXA’s advertising approach, switching from a focus on AXA’s expertise to our customers’ points of view, their stories, and how AXA is part of a chain that empowers them to live a better life,” said Paul Bennett, Global Brand Director of AXA.
This campaign has been conceived to be fully integrated from the start, with a number of assets developed to ensure maximum visibility on each touchpoint: TV, cinema, POS, OOH, DOOH, digital (native ads, pre-rolls, cinemagraphs, banners…) and leading the audience to an AXA brand corporate landing page in each country (such as axa.com/nepal ).”
The campaign is being launched in Europe and Asia and France.
The TVC:
Credits:
Advertiser: AXA Group
Global Brand Director: Paul Bennett
Head of Global Advertising: Juan Herrera
Global Brand Advertising Manager: Mya Dawaliby
Global Brand Manager: Ida de Catuelan
Publicis Conseil:
Creative teams:
Executive Creative Director: Marcelo Vergara
Worldwide Creative Director: Steve O’Leary
Copywriter: Pierre Coulier
Art Director: Emmanuelle Bougueret
AD Assistant: Jean-Baptiste Blandin
Motion designers: Gaëtan Bizien, Alexandre Boucher
Global Client Lead: Magali Bergeroux,
Executive Director: Olga Papikian
Account Director: Mathieu Kremer
Account Managers: Camille Serrand, Lou Leproux
Digital project Manager: Anis Bouzitouna
Process manager: Adeline Blanc
Strategic and digital teams:
Strategic Planning: Alastair Maclean, Richard Sherfey
Global digital Director: Clémence Ballu
Channel Planner: Stéphanie Jacquin
Production: Prodigious
CEO Prodigious France: Pierre Marcus
TV producer: Armelle Sudron
Production:
Production House: CARNIBIRD
Director: Douglas Avery
Producer: Gaetan Legoff
Production director: Renaud Jaget
Cinematographer: Andrij Parekh
Set Designer: Clement Price-Thomas
Art Director: Lek Chunsuttiwat
1st assistant: Franck Percher