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Liverpool FC Never Walks Alone in AXA Partnership Ad 'Know You Can'

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Dog Eat Dog's Lionel Mougin shines a spotlight on fan support and determination that AXA encourages for its customers

Liverpool FC Never Walks Alone in AXA Partnership Ad 'Know You Can'

The latest director to join Dog Eat Dog’s growing roster, Lionel Mougin, continues his established relationship with AXA, showing just how far self-belief can get you.

The film was shot around Liverpool and features some of the Champion League-winning team’s biggest players, including Sadio Mané, Virgil Van Dijk and Mohamed Salah as well as manager Jürgen Klopp. 

This is Lionel’s third collaboration with AXA since they were announced as Liverpool FC’s official training kit partner in May 2019. 

Riffing off the values they share with Liverpool FC, AXA’s new brand promise ‘Know You Can’ is about encouraging their customers to feel confident in bettering themselves. Some of the reassuring lines from Klopp include, “We have to push each other. We have to be brave.”

Director Lionel comments on the relationship he shares with AXA’s Brand Director Paul Bennett: “The project was built on the amazing connection felt from the very beginning with Paul. We started when he was in charge of the French market only. The more we worked together, the more we felt we could trust each other on a creative level. It soon became obvious for both of us that we should try to achieve something in complete osmosis. That's how this project started.”

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Director: Lionel Mougin

Producer: Fabyan Daw

Executive Producers: Mark O'Sullivan & Harvey Ascott

DOP: Gianpaolo Lupori

Editor: Thierry Hoss


Colourist: Anne Szymkowiak

Flame Artists: Sylvian Fabre - Paul Briault

Flame Assistant: Mathilde Scoarnec


Sound Edit: Nicolas Haas

Final Sound Mix: Studios Kouz


Production FR: Philippe Dugay

Production US: Brian Miller

DOG EAT DOG, Fri, 21 Feb 2020 13:13:58 GMT