Behind this beautifully told story by Publicis for AXA is an initiative with just as much heart. In the story, sound recordist, “Simon”, narrates his love for an arduous job while capturing sound bites at the AXA Training Centre. Those sound bites are messages of encouragement and congratulation from coach to player and player to player. Meanwhile, Simon achieves extraordinary things. Eventually, his courage is noticed and recorded. In the campaign, Simon’s sound bites have been compiled by AXA into a unique object that will offer motivational messages to all who need it. The result is Touch of Confidence, a button that boosts your confidence on a daily basis.
The button allows people to hear Liverpool FC players cheering them on as if they were on the pitch with them. Because there is nothing like a good dose of motivation from the Liverpool FC team to brighten up your day when you are trying to complete your daily tasks. In addition, Liverpool FC fans were able to try their luck at winning the button via a competition on the club’s social networks, with only 150 limited edition pieces available.
The idea came from a side effect of the pandemic – football games without fans in stadiums. With no spectators to chant and cheer, the fans watching at home could finally hear what the players were saying to each other on the pitch and gain an insight into the messages of confidence and support to their teammates. This collective confidence is perfectly in line with AXA’s, Know You Can, brand promise, demonstrating that when you feel supported and well accompanied you can free yourself, give your best, and progress in the accomplishments of your personal challenges.
Publicis Sport recommended to AXA, as official training partner of Liverpool FC, a way to capture this confidence, and as a result “Simon” was born. This funny character, a great fan of the club and sound recordist, was given one mission – to transmit to as many people as possible the confidence of one of the best clubs in the world. Publicis Sport and AXA took Simon to the Liverpool FC AXA Training Centre in Kirkby in November 2021 to record the players and narrate the story for 90-second film which was compliant with all COVID regulations.
Credits:
Client: AXA
Global Brand Director: Virginie Berçot
Global Head Of Sponsorship: Charly Krebs
Agency: Publicis Sport
Chairmen : Pascal Crifo & Guillaume Cossou Creative Director: Alexandre Chabot
Art Director: Joseph Roman, Dana Terki & Marion Bechet
Copywriters: Joseph Roman & Joseph Nguyen Thomas
Agency Producer: Alice Lombard
Consulting Director: Alice Lombard
Project Manager: Laurie Martins
PR contact : Christelle Malochet
Production Company: OBVIOUS
Director: Yacine Saadi
DOP: Mathias Zivanovic
Producer: Maximilien Rivolet
Executive Producer: India Demange
Editor: Gabriel Viallet
Sound Editor: Thomas Canu
Post Production Sound: Benzene
