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.”
Credits
Client 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; Léa Villain Barachet, line producers; Amélie 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
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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