October 31 - Entry deadline for BuzzInContent Awards 2020 Enter Now

Best Media Info

Editor’s Picks
BuzzInContent Awards

AXA launches first global campaign to showcase new brand proposition

This campaign, conceived by Publicis Conseil, showcases the new brand propositioning “Empower people to live a better life”

Click on the Image to watch the TVC.

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:


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 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


Post a Comment