Insurance/financial services company AXA has rolled out a campaign from agency Publicis Conseil in Paris, the first installment of which affirms that being a woman shouldn’t be a risk. Accounting for 50 percent of the world’s population, women are facing multiple risks fro health to business, sports to education. By talking about them, AXA looks to fight exclusion to ensure progress for all.
The campaign unfolds around this emotional film directed by Madeline Clayton via production house Grand Bazar. The film 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 asks us to think differently, putting forth an optimistic vision on the potential for progress.
Set to a cover of the song “Girls Just Want To Have Fun,” the spot is titled “Being a woman shouldn’t be a risk.”
CreditsClient AXA GROUP Agency Publicis Conseil Marco Venturelli, president overseeing creativity; Steve O’Leary, global executive creative director; Laura Aondio, art director; Francesca Vitello, copywriter; Alexandre Perdereau, Lucie Puybonnieux, art director; Alastair Maclean, head of strategic planning; Antoine Collignon, strategic planner lead; Christopher Caurret, creative director, sound (Publicis France); Armelle Sudron, production (Prodigious). Production Company Grand Bazar Madeline Clayton, director; Thimios Bakatakis, DP; Gaetan Le Goff, exec producer; Lรฉa Villain Barachet, line producers; Amรฉlie Zibi, production coordinator. Postproduction House Prodigious Alexia Besnarous, post producer; Yves Beloniak, editor; Dan Niculescu, Flame artist, After Effects. Color Grade Company 3 Simon Bourne, colorist. Sound & Music Production Prodigious; Carsten Kreuger, sound producer. Track “Girls Just Want To Have Fun,” by Robert Hazard; Sony Music Publishing
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brandโs story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled โA New York Minute,โ the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brandโs own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuriโs jewelry makes an appearance as the best supporting actor.
โWhen I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a โcampaignโ could be,โ said Jacob Jordan, chief brand officer, Mejuri. โGia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuriโs values of celebrating women as their truest selves. I canโt wait for us to continue to tell the next chapters of this story.โ
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