AXA has unveiled its first-ever pan-African brand campaign, developed in partnership with Publicis Conseil, marking a significant milestone in the insurer’s growth and long-term commitment to the continent.
Built around AXA’s global brand platform, “Why should the future be a risk?”, the campaign highlights one of Africa’s most enduring values, the culture of care.
By placing community, solidarity and collective support at the centre of its message, AXA aims to reinforce its role as an insurer that understands and protects the people who care for others.
Having operated across Africa for more than 50 years, AXA says the campaign reflects its belief that effective protection goes beyond insurance products and requires meaningful engagement with the communities it serves.
Through trusted relationships and support at every stage of life, the company seeks to strengthen resilience and help individuals and families move forward with confidence.
At the heart of the campaign is the message: “Keep caring for each other. It’s the most beautiful form of protection.”
The initiative is designed to strengthen AXA’s brand relevance and consideration across the region, while showcasing its Life & Savings, Property & Casualty, and Health insurance offerings.
The campaign is brought to life through a visually striking film that tells a modern African story of protection, care and intergenerational connection.
Combining emotion, visual poetry and African cultural identity, the production explores how acts of care can transform lives and strengthen communities.
In a period increasingly influenced by artificial intelligence and digital content creation, AXA opted for a handcrafted approach.
The insurer partnered with acclaimed stop-motion director Paulo Garcia, whose human-centred storytelling aligns with the campaign’s core values.
Created using fabrics, fibres and other real materials, the film embraces subtle imperfections and tactile craftsmanship to create an authentic visual experience. Through the journey of its central character, the story presents care as a universal force, using magic as a metaphor for support, solidarity and protection.
The film concludes with a live-action sequence directed by Vianney Lebasque, who filmed on location within the communities represented in the campaign.
The closing scenes celebrate everyday African heroes while showcasing the energy, diversity and dynamism of the continent’s urban centres.
An original score, Sékou’s Story, composed by Ronan Maillard specifically for the campaign, further enhances the emotional impact of the narrative while drawing inspiration from Africa’s rich cultural heritage.
Beyond the flagship film, the campaign extends across print, digital out-of-home (DOOH), social media and other digital assets, capturing authentic moments of care and solidarity.
The campaign launched in Morocco on June 29 and will run until August 15, 2026. AXA plans a phased rollout across six additional African markets – Nigeria, Senegal, Cameroon, Côte d’Ivoire, Gabon and Egypt-before returning to Morocco for a second wave in October.
The pan-African deployment will span television, cinema, out-of-home advertising, digital platforms and public relations activities.