Publicis Conseil has created the first global campaign for AXA, showcasing the new brand propositioning: “Empower people to live a better life.” The campaign is inspired by the true story of an AXA client who was trapped and severely injured during the Nepal earthquake in 2015, while on a humanitarian mission. The AXA team on the ground found her, repatriated her and gave her all the medical and psychological help she needed to make a full recovery.
Her story is told in the spot “Kathmandu–Believe in you” directed by Douglas Avery via Paris production house CARNIBIRD for agency Publicis Conseil, Paris.
The campaign is being launched in Europe and Asia.
Credits
Client AXA Group Agency Publicis Conseil Paris Marcelo Vergara, executive creative director; Steve O’Leary, worldwide creative director; Pierre Coulier, copywriter; Emmanuelle Bougueret, art director; Jean-Baptiste Blandin, art director assistant; Gaetzan Bizien, Alexandre Boucher, motion designers. Production Prodigious Armelle Sudron, TV producer. Production CARNIBIRD Douglas Avery, director; Gaetan Legoff, producer; Renaud Jaget, director of production; Andrij Parekh, DP; Clement Price-Thomas, set designer; Lek Chunsuttiwat, art director; Franck Percher, 1st assistant; Léa Villain-Barachet, production coordinator. Postproduction Mathematics Guillaume Marien, executive post producer; Vincent Martin, Paul Crehange, post producers; Yann Aldabe, line producer; Guillaume Nadaud, VFX supervisor; Thierry Hoss, editor; Muriel Archambaud, grading. Music Sixieme Son Vincent Turbe, composer; Jean Ledoux, sound engineer. Prodigious Boris Jeanne, sound producer; James Francois Vacherot, sound designer.
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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