PARIS, FRANCE – AXA XL, the B2B branch of AXA offering insurance solutions from mid-sized companies to the world’s largest multinationals, is launching a new campaign: Facing into risk for a future to be imagined.
As businesses continue to push the boundaries of innovation, they also face an evolving landscape of risks. AXA XL embraces this complexity with optimism, standing as a strategic partner for companies of all sizes, from mid-sized enterprises to global multinationals. Rooted in its global brand philosophy, this campaign underscores AXA XL’s commitment to not just protecting against risk, but helping businesses harness it as a catalyst for progress.
This bold campaign aims to increase brand awareness, emphasizing the brand’s culture, vision and expertise. Featuring a retro-futuristic art direction, the initiative sets the insurer apart in a competitive landscape, emphasizing AXA XL’s forward-thinking culture.
What sets this initiative apart? A retro-futuristic aesthetic that merges nostalgia with forward-thinking energy With a striking blend of real-life photography and AI-generated imagery, the campaign captures a world where past and future collide, mirroring AXA XL’s unique approach of blending time-tested expertise with cutting-edge solutions.
Rolling out across 13 key markets (including the US, Canada, France, Germany, Singapore, and Australia), the campaign will make waves across print, digital, DOOH, and audio platforms, ensuring maximum impact.
CREDITS
Advertisers:
AXA Group: Ulrike Decoene, Group Head of Communication, Brand & Corporate Responsibility
Virginie Berçot, Global Brand Director
Marta Grech, Global Brand Partner
Philippe Gauchet, Media partnership and B2B Manager
Jêrôme Amouyal, Media, Performance & Insights Director
AXA XL:
Sinead Finlay, Head of Global Communications & Brand
Nicola Hussey, Senior Communication Specialist
Agency:
Publicis Conseil:
Marco Venturelli, Chief Creative Officer Publicis France, President/ Chief Executive Officer
Gabriel Gherca, Executive Creative Director
Romulus Petcan, Executive Creative Director
Filip Gonzacenco, Art Director
Justine Dupont, Copywriter
Marie Wallet, Global Client Lead
Anne Combe, International group account director
Maude Gourrier, Account Director
Marie Le Lanchon, Account executive
Eva Chapiteau, Deputy head of Planning
Cécile Cuzin, Process Manager
Maelle Hupe, Art Director Assitant
Alice Pétillon, Assistant Advertising Manager
Print production & post-production:
Production: Armelle Sudron @Prodigious
Photographer: Guillaume Nadaud
Photographer Assistant: Heloise Dombreval
Digital Assistant: Benoit Senac
Retoucher on set: Sylvain La Rosa
Photographer Image Bank: Guillaume Nadaud
Retouching: Artifices
Legal council:
Business Affairs Manager, Prodigious: Romain Busnel
Business & Legal Affairs, Prodigious: Paul Hazera
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