Description
AXA XL, the B2B branch of AXA offering insurance solutions from mid-sized companies to the world’s largest multinationals, is launching a new campaign: “Facing into risk for a future to be imagined”.
In an increasingly connected and unpredictable world, businesses that are innovating and driving progress must navigate many complex risks. By adopting an optimistic approach, in line with the brand’s global strategy, AXA XL partners with clients to understand and protect against the risks of today and of tomorrow.
This bold campaign aims to increase brand awareness, emphasizing the brand’s culture, vision and expertise. Featuring a retro-futuristic art direction, the initiative sets the insurer apart in a competitive landscape, emphasizing AXA XL’s forward-thinking culture.
This campaign will live across print, digital, DOOH and audio across 13 markets (US, Canada, France, Spain, Germany, Australia, Singapore, Hong-Kong, Denmark, Finland, Iceland, Norway and Sweden.)
By combining real-life photoshoots with AI-generated imagery, this innovative production goes along the futuristic approach of the campaign, merging traditional techniques with cutting-edge technology.
This professional campaign titled 'Facing into risk for a future to be imagined.' was published in France in February, 2025. It was created for the brand: AXA GROUP, by ad agency: Publicis Conseil. This Integrated medium campaign is related to the Insurance industry and contains 3 media assets. It was submitted 2 months ago.
Credits
AXA Group:
Ulrike Decoene, Group Head of Communication, Brand & Corporate Responsibility
Virginie Berçot, Global Brand Director
Marta Grech, Global Brand Partner
Philippe Gauchet, Media partnership and B2B Manager
Jêrôme Amouyal, Media, Performance & Insights Director
AXA XL:
Sinead Finlay, Head of Global Communications & Brand
Nicola Hussey, Senior Communication Specialist
Agency:
Publicis Conseil:
Marco Venturelli, Chief Creative Officer Publicis France, President/ Chief Executive Officer
Gabriel Gherca, Executive Creative Director
Romulus Petcan, Executive Creative Director
Filip Gonzacenco, Art Director
Justine Dupont, 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
Cécile Cuzin, Process Manager
Maelle Hupe, Art Director Assitant
Alice Pétillon, Assistant Advertising Manager
Print production & post-production:
Production: Armelle Sudron @Prodigious
Photographer: Guillaume Nadaud
Photographer Assistant: Heloise Dombreval
Digital Assistant: Benoit Senac
Retoucher on set: Sylvain La Rosa
Photographer Image Bank: Guillaume Nadaud
Retouching: Artifices
Legal council:
Business Affairs Manager, Prodigious: Romain Busnel
Business & Legal Affairs, Prodigious: Paul Hazera
