AXA Reflections Campaign – Facing Fears and Embracing Change | Clapboard

Reflections

Description

Reflections is a compelling and emotionally resonant campaign created for AXA by Publicis, launched in France in January 2020. Centered around the finance industry, this content-driven campaign unfolds through six distinct media assets, each portraying individuals from diverse backgrounds grappling with personal aspirations they hesitate to share with their loved ones due to fear of rejection. Through intimate portraits, we meet Adam, who dreams of leaving his job yet has never voiced this desire; Ginette, who yearns to sing but keeps her passion hidden; Eden, who made a life-changing decision and never got the chance to thank his supporters; Fatima, who wishes to marry her boyfriend but lacks the courage to express it; Geneva, ready to quit her company and embrace a new chapter; and Midori, who recently discovered a new, authentic side of herself. The campaign invites each to confront their reflections in a mirror, verbalizing their doubts and fears, setting the stage for a transformative twist that irrevocably changes their lives. This poignant storytelling strategy not only humanizes the brand but also aligns AXA with empowerment and personal growth, reinforced by the powerful signature "Know You Can." This tagline embodies AXA's message of unwavering support, encouraging people to trust in their ambitions knowing their financial partner stands by them every step of the way. By blending authentic narratives with inspiring visuals, Reflections successfully engages audiences on a deep emotional level, positioning AXA as a brand that champions courage, change, and hopeful new beginnings. This powerful campaign continues to resonate, illustrating the crucial role of financial security in enabling people to pursue their dreams and embrace life’s pivotal moments.

Credits

Client

AXA

Agency

Publicis

President Overseeing Creativity

Marco Venturelli

Executive Creative Director

Marcelo Vergara

Creative Director

Steve O’Leary

Copywriter

Antoine Querolle, Marie Pujol

Art Director

Dorian Rosso

Account Management

Magali Bergeroux, Julien Jaques, Mathieu Kremer

Executive Director

Olga Papikian

Project Manager

Anis Bouzitouna

Strategic Planner

Alastair MacLean, Richard Sherfey

Channel Planner

Stéphanie Jacquin

Producer

Armelle Sudron, Alice Guien, Philippe Poignant

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Campaign Proposition

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Creative Device

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