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Amputee Dancer Stars in Cinematic AXA Campaign

The Mark Zibert-directed spot features Alaskan dancer Taylor Haines performing in a series of stunning settings

Amputee Dancer Stars in Cinematic AXA Campaign

What does a dancer with an amputated leg and an insurance company share? The desire and restless spirit to succeed.

AXA is launching a £5m advertising campaign and brand strategy under the new strapline ‘restless for a reason.’ It’s a campaign centered around all the reasons AXA is restless to make the world a safer, better protected place.

The campaign kicks off with a TV advert on 3 September during ITV’s Victoria, which will air for 10 weeks, and is supported by outdoor, radio and digital display.

The TV advert features Taylor Haines, a dancer from Alaska. Taylor was born with a bone disorder called Fibular Hemimelia and had to be fitted with a prosthetic leg at a very young age. Despite her disability, Taylor worked restlessly at her craft and is now an accomplished dancer and choreographer.

What does this have to do with AXA? What does this have to do with insurance?

Since 2007, AXA has been funding research projects all over the world with the aim to make the world a better place. This includes research into advanced prosthetics technology, just one of the over 500 research projects AXA funds.
The TV advert shines a light on AXA’s new brand strategy, centred on AXA’s move away from simply paying insurance claims to working restlessly to find ways to make the lives of customers safer and better.

The wider campaign features four key areas of AXA’s business, which demonstrate the company’s efforts to improve the lives of its customers. 

The AXA Research Fund – A philanthropic initiative dedicated to boosting scientific discoveries that contribute to society.

Driverless cars – AXA is working alongside the government on a number of projects to safely bring driverless cars to the UK’s roads

Doctor@Hand – A 365 days a year service which allows patients to speak to a GPs anywhere via video or phone

Emergency cash advance - Up to £1,000 emergency cash advance for home insurance customers to take care of the essentials if their home can't be lived in following an emergency.

Darrell Sansom, AXA UK Chief Marketing Officer said: “At AXA we are restless for a reason and that reason is the wellbeing of our customers. What our customers want is changing, they are no longer satisfied with an insurer that simply pays their claims - they want a partner that can help them improve their day-to-day lives. 

“Our new campaign, featuring Taylor Haines, who embodies the ethos of restless for a reason, showcases some of the ways that we are evolving. We are more than a just an insurance company and our campaign really brings this to life.” 

The advertising creative work was devised by Fallon London, while AXA worked with Havas on media strategy.
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Advertiser: AXA UK

Creative Agency

Creative Agency: Fallon London

Executive Creative Director: Nick Bell

Designers: Nick Taylor, Leon Bowers

Creatives: Ronaldo Tavares, Ricardo Motti, Alexia Vasilarou, Wolf Gaertner

Strategy Director: Olivier Tse

Executive Producer: Georgina Pearson

Production Company

Production Company: Rogue Films

Director: Mark Zibert

DOP: Ross Giardina

Producer: Sophie Weldon

Executive Producers: Orlando Wood and Charlie Crompton


Edit Company: Whitehouse Post

Editor: Iain Whitewright

Post Production / VFX

Post Production Company: The Mill


Audio Post Production: GCRS

Sound Engineer: Munzie Thind

Music Sync: Major Tom

Category: Finance/insurance , Insurance