Insurance and asset management company AXA has launched its multi-country campaign on sustainability, developed by agency Publicis Conseil in Paris..
When it comes to fighting against climate change, we all show goodwill, each in his/her/their own way and means. But even if goodwill is important, it still needs a helping hand. And that’s what AXA showcases in its campaign, that “even goodwill needs a little help.” And AXA has a role to play.
This campaign film–directed by Matt Smukler via production company Soup Film–follows the journey of a girl as she chases, and tries to catch, a rogue plastic bag. This journey to sustainability is part of a campaign unfolding in Mexico, Germany and then Switzerland.
Credits
Client AXA Group Agency Publicis Conseil Marco Venturelli, CEO/chief creative officer; Steve O’Leary, executive creative director; Cédric Moutaud, Emmanuelle Bougueret, art directors; Jean-Christophe Royer, Montassar Chlaika, copywriters; Marion Le Forsonney, strategic planner. Agency Production Prodigious Armelle Sudron, producer. Production Soup Film Matt Smukler, director; Ada Zuiderhoek, Jana Salome Melzer, exec producers; Joschka Bauer, Nina Franz, producers;; Albrecht Silberberger, DP. Postproduction Prodigious Yannick Giffard, Fred Baudet, editors; Alexis Besnarous, post producer; Muriel Archambault, colorist; Nicolas Vogel, François Xavier Clément, Louis Nicod, Flame artists; Sébastien Moisescot, Krzysztof Karnicki, Mickael Hernandez, Léo Auger, After Effects; Christophe Caurret, creative sound director; Carsten Krueger, sound producer; Maxime Rouge, Grégoire Bucaille, music research. 3D Production Prodigious Mathieu Gerard, CGI supervisor; Anne-Lise Mallard, CGI line producer; Aurelien Dupre, DGI producer; Bastien Brenot, VFX supervisor; Hau N’Guyen, Alexandre Laruelle, Emily Merpillat, Thomas Godard, Didier Gros, Bruno Etchepare, Lucas Nadal, graphic artists. Music Universal Music Publishing; NOVEMBER ULTRA, author/composer; Universal Music Group, label/master owner; Melanie Pereira, composer.
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.
