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AXA Launches Social Experiment Reflections

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Publicis Conseil worked with AXA to inspire people to open up about what they really want

AXA Launches Social Experiment Reflections

Often, our self-doubt and the judgement of others prevent us from moving forward. It’s only when we believe in ourselves that everything becomes possible. It enables us to share with others our fears, our dreams, our secrets. AXA presents #Reflections an original social experience where real people open up and reveal who they really are and what they really want to do with their lives.  

Created by Publicis Conseil, the creative approach started from a universal insight that self-belief is at the start of every journey in life.

The campaign shows six people with different backgrounds, who want change in their lives but are afraid to talk about it to their loved ones for fear of rejection. 

Adam wants to leave his job but he’s never spoken about this project to anyone. Ginette wants to sing but she keeps it to herself. Eden took a big decision that changed his life. He never found the opportunity to thank those who supported him. Fatima wants to get married to her boyfriend but she doesn’t dare to tell him. Geneva wants to leave her company and start a new life. Midori has discovered a new side to herself.

We asked them to face up to themselves in a mirror and explain their doubts and fears. But, there’s a twist and their lives will never be the same again.

With ‘Know You Can’, AXA launched a signature that encouraged people to have faith in their goals certain in the knowledge that their partner AXA, was there to help them every step of the way.

This transformation lead was the brief for a global integrated campaign across 16 markets over 12 months in Europe, Asia, and Latam and in the UK.

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AXA Group

Global Brand Director: Paul Bennett

Head of Global Advertising: Juan Herrera

Global Brand Advertising Manager: Mya Dawaliby

Global Brand Manager: Ida de Catuelan

Brand Content Manager: Cecilia Gomez

Publicis Conseil

President overseeing creativity: Marco Venturelli

Executive Creative Director: Marcelo Vergara

International Creative Director: Steve O’Leary

Copywriter: Antoine Querolle et Marie Pujol

Art Director: Dorian Rosso

Global Client Lead: Magali Bergeroux/Julien Jaques

Executive Director: Olga Papikian

Account Director: Mathieu Kremer

Project Manager: Anis Bouzitouna

Strategic Planners: Alastair MacLean, Richard Sherfey

Channel Planner: Stéphanie Jacquin


Agency Producer: Armelle Sudron

Production: BLISS

Director: Pierre Stine

Producer: Alice Guien

Line Producer: Philippe Poignant

Director of Photography: Mahdi Lepart

Journalist/Casting Director: Katherine Ouimet/France Poulin/ Stéphanie Stein

Set Designer: Jean-Luc Charron

Production Co-ordinator: Audrey Lorrain

Post-Production House: Bliss

Editor: Manuel Guillon

Sound Mix: Andréas Lecter

Grading: Paul Murgier

Music: Parigo/Guillaume Albeck

Genres: People

Publicis Conseil, Thu, 16 Jan 2020 10:41:28 GMT