Being a woman shouldn’t be a risk. This is the first topic that insurer, AXA, and agency, Publicis Conseil, want to discuss in a plan that will carry the brand’s Know You Can platform across the next three years.
At its foundation is a changing world, with new interconnected and often unpredictable risks creating an uncertain future for everyone.
Being a woman shouldn’t be a risk brings awareness to those who are under-protected and over-exposed to risk. Women, representing 50% of the world’s population, are facing multiple risks from health to business, from sports to education. The campaign aligns with AXA’s brand purpose of acting for human progress by protecting what matters.
It is led by a film directed by Madeline Clayton that depicts familiar situations of women exposed to risks, from birth to adulthood. The film does not position women as victims nor as super women. It sets the record straight and forces viewers to think differently. It has an optimistic vision on progress and believes in our ability to strive for something better.
Print, shot by Peter Funch, highlights key striking statistics (only 33% of business owners are women…) that reinforce the point and invites people to discover global and local proof points of concrete AXA solutions.
Ulrike Decoene, AXA Group head of communication, brand and corporate responsibility, stated, “Women face different risks throughout their lives… It’s up to us to tailor our offers in a way that enhances and increases their impact and reach.”
The first phase of the campaign is running through to 2024 across France, Italy, Spain, Germany, UK, Ireland, Switzerland, Belgium, Indonesia, Philippines, Honk-Kong, Japan, Thaïland and Mexico.
Credits:
Group Head of Communication, Brand & Corporate Responsibility: Ulrike Decoene
Global Brand Director:Virginie Berçot
Brand Expert:Ida De Catuelan
Global Brand Project Officer: Emma Oumeddour
Media, Performance & Insights Director: Jêrôme Amouyal
Global Media Manager: Marine Gissy
Agency: Publicis Conseil
President Overseeing Creativity:Marco Venturelli
Global Executive Creative Director: Steve O’Leary
Art Directors: Laura Aondio, Alexandre Perdereau & Lucie Puybonnieux
Global Client Lead: Patrick Leclercq
Client Services Lead: Sylvain Michel
Anne Schneider, Senior Account Director: Anne Schneider
Account Director: Maude Gourrier
Account Manager: Manon Rabette Gache
Head of Strategic Planning: Alastair Maclean
Strategic Planner Lead: Antoine Collignon
Production: Armelle Sudron @ Prodigious
Production House: Grand Bazar
Director: Madeline Clayton
DOP: Thimios Bakatakis
Executive Producer: Gaetan Le Goff
Line Producers: Noemi March & Léa Villain Barachet
Production Coordinator: Amélie Zibi
TV & Digital Post Production: Prodigious Post
Producer: Alexia Besnarous
Editor Dircut: Zoé Sassier
Editor: Yves Beloniak
Grading Artist: Simon Bourne @ Company 3
Graphics: Dan Niculescu
Sound & Music Production: Prodigious
Track: Girls just want to have fun
Composer: Robert Hazard
Cover produced by Prodigious with Buzzy Lee
Creative Director Sound, Publicis France: Christopher Caurret
Sound Producer: Carsten Krueger
Sony Music Publishing for 100% of the publishing rights
Print Producer: Armelle Sudron@Prodigious
Photographer: Peter Funch
Photographer Image Bank: Guillaume Nadaud
Retouching: Artifices
Process Manager: Cécile Cuzin
