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
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
