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Creative

Publicis Conseil Releases New Global Campaign ‘Kathmandu - Believe In You’ for AXA

The campaign is inspired by the true story of an AXA client who was trapped and severely injured during the Nepal earthquake in 2015

Publicis Conseil Releases New Global Campaign  ‘Kathmandu - Believe In You’ for AXA

This campaign, conceived by Publicis Conseil, is 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 desperately needed to make a full recovery. The story is told from the client’s point of view. It is not just one of repatriation at a time of need, but rather a celebration of resilience and determination, making us discovering how the young woman comes out stronger and more confident from this tragic event.

As a real customer case, it's relevant to all markets while being faithful to the true story and respectful to all who were impacted by this natural disaster. 

“This new global campaign is a significant step-change in AXA’s advertising approach, switching from a focus on AXA’s expertise to our customers’ points of view, their stories, and how AXA is part of a chain that empowers them to live a better life,” said Paul Bennett, Global Brand Director of AXA.
 
This campaign has been conceived to be fully integrated from the start, with a number of assets developed to ensure maximum visibility on each touchpoint: TV, cinema, POS, OOH, DOOH, digital (native ads, pre-rolls, cinemagraphs, banners…) and leading the audience to an AXA brand corporate landing page in each country (such as axa.com/nepal). 
 
The campaign is being launched in Europe and Asia, with a launch in France planned for October 22nd. 

Client

Advertiser: AXA Group

Global Brand Director: Paul Bennett

Head of Advertising: Juan Herrera (Global)

Global Brand Development: Ida de Catuelan (Manager)

Global Head of Advertising, Media & Product Marketing: Mya Dawaliby

Creative Agency

Creative Agency: Publicis Conseil

Copywriter: Pierre Coulier

Art Director: Emmanuelle Bougueret

Planner: Stéphanie Jacquin

Executive Creative Director: Marcelo Vergara

Executive Creative Directors: Steve O’Leary (Global)

Project Manager: Anis Bouzitouna & Pauline de Bastard, Ella Duda

Client Personnel: Magali Bergeroux

Executive Director: lga Papikian

Digital Director: Clémence Ballu (Global)

Digital Executive Producer: Fabien Dubois (Making of and digital director)

Process Manager: Adeline Blanc

Strategic Planner: Alastair Maclean, Richard Sherfey

Art Directors: Jean-Baptiste Blandin (assist)

Account Manager: Camille Serrand, Lou Leproux

TV Producer: Armelle Sudron

Account Director: Mathieu Kremer

Production Company

Production Company Name: Prodigious/CARNIBIRD

Director: Douglas Avery

DOP: Andrij Parekh

Producer: Gaetan Legoff

Photographer : Charles Mamarot

CEO : Pierre Marcus

Art Director : Lek Chunsuttiwat

Production Director: Renaud Jaget

1st AC: Franck Percher

Set Decorator: Clement Price-Thomas

Production Assistant: Léa Villain-Barachet

Offline

Editor: Thierry Hoss

Post Production / VFX

Post Production Company: Mathematics

VFX Supervisor: Guillaume Nadaud

Producer: Vincent Martin, Paul Créhange

Grade: Muriel Archambaud

Motion Graphics: Gaëtan Bizien, Alexandre Boucher

Production Assistant: Guillaume Marien

Music

Composer: Vincent Turbé

Sound Engineer: Jean Ledoux

Sound Production: Boris Jeanne

Sound Design: James François Vacherot