Kitcatt Nohr Stands Up to Cancer with New AXA Idents

To support its sponsorship of Channel 4’s Stand Up To Cancer and reflect its brand proposition, ‘Little Things Mean A Lot’, AXA created TV idents which depict the ‘little things that can be done to stand up to cancer’.  The films, created by Kitcatt Nohr, use time lapse photography to create human animation for TV idents running throughout the evening as well as digital out of home ads.  The idents trace the day to day journeys of people standing up to cancer through exercise or other healthy lifestyle choices.

In order to bring the activity to life for consumers AXA also created a user generated content campaign which encourages the public to take part. Using social media, consumers have been asked to share what little things they do to stand up to cancer. Do they run? Do they eat their five a day? For every video created and shared with #AXASU2C, AXA will donate £3. 

In addition the campaign will be also be supported by homepage takeovers on YouTube and Mail Online which will show the range of videos that AXA has received from users. As well as offline activity in locations such as Piccadilly One, Digital Escalator Panels and Rail 6sheets/Transvisions.