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

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