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
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
