AXA and Publicis Conseil have cut through the negative mood of the moment with a two-and-a-half-minute film that envelops its audiences in the power of dreams.
When we were children, the future was full of endless opportunities and excitement. We constantly envisioned new projects, with each day’s plans quickly giving way to the next. However, as we grow older, our enthusiasm fades, and thinking about the future often becomes a source of uncertainty and hesitation. This tends to make people focus on the present, neglecting the importance of preparing for their future and what’s ahead.
The heart-tugging film (try not to cry) was shot on 35 mm and directed by Janssen Powers, with cinematography by Olan Collardy.
The campaign plants the idea that it’s never too late to be enthusiastic about the future. The campaign highlights AXA as a positive partner for near and future opportunities thanks to its flexible wide range of Life & Savings solutions.
Ulrike Decoene, AXA group chief communication, brand and sustainability, commented, “Life may be full of risks, but the future shouldn’t be one of them. Everyone should have the right to be hopeful about the future. And we are acting concretely for it.”
The campaign will be rolled out progressively starting in Germany on July 22, followed by Mexico on August 1, and Belgium on August 26.
Credits:
Client: AXA Group
Group Chief Communications, Brand & Sustainability Officer: Ulrike Decoene
Global Brand Director: Virginie Berçot
Strategic Brand Partner, Europe: Marta Grech
Creative Agency: Publicis Conseil
CEO & CCO : Marco Venturelli
Executive Creative Director: Steve O’Leary
Art Director: Laura Moreau
Copywritter: Montassar Chlaika
Planning Director: Eva Chapiteau
Strategic Planner: Marion Le Forsonney
Global Client Lead: Marie Wallet
Executive Director: Sylvain Michel
Account Directors: Jessica Chaout, Manon Rabette-Gache
Account Executive: Léa Rale
Process Manager: Cécile Cuzin
Agency Production : Prodigious
Producer: Armelle Sudron
Production Company: Eddy
Director: Janssen Powers
Executive Producers: Harien Penavaire & Alexandra Roussel
Line produce : Sylvain Carellas
Production Coordinator: Manon Letorey
Director of Photography: Olan Collardy
Post-Production: Prodigious
Post-Producer: Alexia Besnarous
Editors: Janssen Powers, Alice Moine & Quentin Kwiatovski
Colourist: Arthur Paux
Flame: Emilia Redondy
VFX: Nicolas Carbon, Jan Trybus & Mickael Hernandez
Creative Sound Director: Christophe Caurret
Sound Producer: Carsten Krueger
Music Business Affairs: Paul Hazera, Camille Masse & Constance Duhourcau
Music Publishers: JS Recordings AS & Les Editions du Tigre
Author & Composer: Jon Sigsworth
Label & Master Owner: S Recordings AS & Le Catalogue du Tigre
Composer: Jon Sigsworth
Photographer KV & Director DOOH: Guillaume Nadaud
Retouching Studio: Artifices
Photographer & Photo Editor Image bank: Guillaume Nadaud
