Description
"Why should the future be a risk?" was the direct yet provocative question asked by AXA in 2023 when launching their new brand strategy. Our world is confronted with new interconnected and often unpredictable risks, creating an uncertain future for everyone. The insurer takes an optimistic and strong view that they should do better to bridge the protection gap as a key actor in making the world safer, fairer, and more inclusive for as many people as possible.
After a first chapter highlighting how the very nature of being a woman exposes her to greater risks and impacts her ability to progress, AXA is now addressing the professional vulnerabilities to which the self-employed are exposed by launching their new global brand campaign: "Being self-employed shouldn't be a risk."
Being self-employed shouldn't entail unnecessary risks, yet it often highlights the critical vulnerability of those who are not properly protected and over-exposed. AXA aims to celebrate the self-employed in their day-to-day professional struggles and victories, acknowledging them as the driving force behind our global economy.
Directors, Hoffman & Metoyer, spotlight the self-employed in a lighthearted yet touching film, illustrating the many mishaps that can befall them, without dwelling on the hardships and the anguish of going it alone. Simple, and sometimes amusing anecdotes underline the message of "Being self-employed shouldn't be a risk" and that AXA understands that it’s not always easy.
The music is a remake of "I Got You, Babe" by the Swedish singer, musician, and composer, El Perro Del Mar.
This professional campaign titled 'Being self-employed shouldn’t be a risk.' was published in France in May, 2024. It was created for the brand: AXA, by ad agency: Publicis Conseil. This Integrated medium campaign is related to the Insurance industry and contains 1 media asset. It was submitted 6 months ago.
Credits
AXA:
Ulrike Decoene: Group Head of Communication, Brand & Corporate Responsibility
Virginie Berçot: Global Brand Director
Ida De Catuelan: Global Brand Expert
Emma Oumeddour: Global Brand Project officer
Jêrôme Amouyal: Media, Performance & Insights Director
Marine Gissy: Global Media Manager
Antoine Meuret: Media manager
PUBLICIS CONSEIL:
Marco Venturelli: CEO/CCO
Steve O’Leary: Global Executive Creative Director
Nicolas Denis: Art Director
Anthony Clouet: Copywriter
Marie Wallet: Global Client Lead
Anne Combe: International group account director
Maude Gourrier: Account Director
Marie Le Lanchon: Account executive
Eva Chapiteau: Deputy head of Planning
PRINT PRODUCTION & POST-PRODUCTION:
Production: Armelle Sudron @Prodigious
Photographer: Brian Doben
Photographer Assistant: GAL Harpaz
Photographer Image Bank: Guillaume Nadaud
Retouching: Artifices
Process Manager: Cécile Cuzin
TV & DIGITAL POST-PRODUCTION:
Post-Production house TV: Prodigious
Post producer: Alexia Besnarous
Editor Dircut: Yann Malcor
Editor Film: Yves Beloniak
Editor Digital: Fred Baudet
Grading artist Film: Mathieu Caplanne
Grading artist Digital: Clément Lefouest
Flame artist: Sébastien Delecour
After effect graphist: Mickael Hernandez (motion), Dominik Hajder (clean)
TV & DIGITAL PRODUCTION:
Production: Armelle Sudron, Prodigious
Production House: HENRY
Director: Hoffman & Metoyer
DOP: Nicolas Karakatsanis
Executive Producer: Jean-Luc Bergeron
Line Producer: Erwan Collas
Production Coordinator: Laetitia Geoffroy, Coline Havard
SOUND AND MUSIC:
Sound & Music Production: Prodigious
Track: I got you babe
Autor: Sony & Cher
Cover performed by El Perro Del Mar
Creative director Sound Publicis France: Christopher Caurret
Sound producer: Carsten Krueger
