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AXA: 33%


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Our world is confronted with new interconnected and often unpredictable risks creating an uncertain future for everyone. As new vulnerabilities emerge, the need for protection becomes even more urgent. Now is the time for AXA to infuse its iconic brand signature with an even greater sense of inclusion and ability to reinforce our collective destiny, to further express a shared optimism in the future, the belief that progress can and must benefit all. AXA asks a simple question: Why should the future be a risk? This is the foundation of AXA new corporate chapter of Know You Can that will carry AXA forward for the next 3 years of its strategic plan 2024-26. Each year, a public facing agenda will bring to life “Why should the future be a risk?”. Its first instalment starts with a critical topic: Being a woman shouldn’t be a risk. A comprehensive campaign: being a woman shouldn’t be a risk. Being a woman shouldn’t be a risk shines a critical light on 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. By talking about them, AXA is committed to fighting exclusion to ensure progress for all. In full alignment with AXA’s brand purpose – act for human progress by protecting what matters – the new campaign brings to life clear commitments of the company’s core belief. The campaign unfolds around an emotional film (60’ + 30’) shot by Madeline Clayton. It 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 us to think differently. It has an optimistic vision on progress and believes in our ability to strive for something better. A print campaign shot by Peter Funch highlighting key striking statistics (only 33% of business owners are women...) reinforces the point and invites people to discover global and local proof points of concrete AXA solutions.
Credits Other credits

Client

Ulrike Decoene, Group Head of Communication, Brand & Corporate Responsibility

Virginie Berçot, Global Brand Director

Ida De Catuelan, Brand Expert

Emma Oumeddour, Global Brand Project officer

Jêrôme Amouyal, Media, Performance & Insights Director

Marine Gissy, Global Media Manager

Agency

Patrick Leclercq, Global Client Lead

Sylvain Michel, Client Services Lead

Anne Schneider, Senior Account Director

Maude Gourrier, Account Director

Manon Rabette Gache, Account Manager

Alastair Maclean, Head of Strategic Planning

Antoine Collignon, Strategic Planner Lead

Marco Venturelli, President Overseeing Creativity

Production: Armelle Sudron, Prodigious

Production House: Grand Bazar

Line Producer: Noemi March, Léa Villain Barachet

Production Coordinator: Amélie Zibi

Post Production house TV: Prodigious

Post producer: Alexia Besnarous

Editor Dircut.: Zoé Sassier

Editor: Yves Beloniak

Grading artist: Simon Bourne (Company 3)

Flame artist: Dan Niculescu

Graphiste after effect: Dan Niculescu

Sound and Music

Sound & Music Production: Prodigious

Track: Girls just want to have fun

Autor: Robert Hazard

Performers: 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 Production & Post-Production

Production: Armelle Sudron@Prodigious

Photographer: Peter Funch

Photographer Image Bank: Guillaume Nadaud

Retouching: Artifices

Process Manager: Cécile Cuzin

Legal Council

Business Affairs Manager, Prodigious: Jeanne Duclos

Business & Legal Affairs, Prodigious: Paul Hazera

Legal Director: Isabelle Saya-Salvador

Finance

Financial Controller: Adrian Chialli

Financer Manager: Warren Tenoudji

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