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; Lรฉa 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.
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 filmโs 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 childโs 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 โ Preventive Programs, the founding organization of the โBullying-Free Schoolsโ program, which has been equipping institutions with resources to combat school violence for 12 years.
โResearch indicates that stains on a uniform can... Read More
