Global insurance group Axa is launching an international multi-media advertising campaign as part of a body of marketing to support its corporate strategic plan for 2024-2026.
The campaign has a series of instalments focused on the question “why should the future be a risk”.
Each unit of the campaign looks at a different topic. The first instalment of the new campaign looks at empowering and protecting women, and will run in video and in print.
The TV advertisement has a soft musical arrangement of Cyndi Lauper’s “Girls just wanna have fun” and documents some of the major challenges faced by women in modern society.
The print element of this first campaign instalment highlights the fact that only a third of business owners are women, globally with the anchoring slogan “being a woman shouldn’t be a risk”.
The project will run from July 2023 until 2024 in Belgium, France, Germany, Ireland, Italy, Spain, Switzerland and the UK. It will also run in Indonesia, the Philippines, Hong Kong, Japan, Thailand and Mexico.
In a media statement, Ulrike Decoene, group chief communications, brand and sustainability officer, said: “Women face different risks throughout their lives. It is up to us to tailor our offers in a way that enhances and increases their impact and reach”.
The creative agency behind the campaign was Publicis Conseil with production by Grand Bazar and Prodigious.