Goodwill Needs a Helping Hand in AXA Insurance Spot

AXA launches its new multi-country campaign on sustainability, developed by Publicis Conseil.

When it comes to fighting against climate change, we all show goodwill, each in our own way, each by our own means. But even if goodwill is important, it still needs a helping hand.

And that’s what AXA showcases in its campaign, that ‘even goodwill needs a little help’. Whether supporting individual efforts, building sustainable journeys, or taking action as a global player, AXA has an important role to play.

Firstly, a film, that follows the journey of a young girl as she chases, and tries to catch, a rogue plastic bag, installing AXA’s mindset on sustainability. The film is backed by product assets promoting AXA’s different offers such as Motor, Life & Savings, Biodiversity, Home, and SME.

The campaign is directed by Matt Smukler, in collaboration with Soup Film Productions. The music ‘Soft and Tender’ is by acclaimed French singer, November Ultra.

This campaign is gradually deployed through a multi-media plan: TV, print, digital and social campaign in Mexico, Germany, then in Switzerland.