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Publicis Conseil Releases New Global Campaign ‘Kathmandu - Believe In You’ for AXA

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The campaign is inspired by the true story of an AXA client who was trapped and severely injured during the Nepal earthquake in 2015

Publicis Conseil Releases New Global Campaign  ‘Kathmandu - Believe In You’ for AXA
This campaign, conceived by Publicis Conseil, is the first global campaign for AXA, showcasing the new brand propositioning: “Empower people to live a better life”.

The campaign is inspired by the true story of an AXA client who was trapped and severely injured during the Nepal earthquake in 2015, while on a humanitarian mission. The AXA team on the ground found her, repatriated her and gave her all the medical and psychological help she desperately needed to make a full recovery. The story is told from the client’s point of view. It is not just one of repatriation at a time of need, but rather a celebration of resilience and determination, making us discovering how the young woman comes out stronger and more confident from this tragic event.

As a real customer case, it's relevant to all markets while being faithful to the true story and respectful to all who were impacted by this natural disaster. 

“This new global campaign is a significant step-change in AXA’s advertising approach, switching from a focus on AXA’s expertise to our customers’ points of view, their stories, and how AXA is part of a chain that empowers them to live a better life,” said Paul Bennett, Global Brand Director of AXA.
This campaign has been conceived to be fully integrated from the start, with a number of assets developed to ensure maximum visibility on each touchpoint: TV, cinema, POS, OOH, DOOH, digital (native ads, pre-rolls, cinemagraphs, banners…) and leading the audience to an AXA brand corporate landing page in each country (such as 
The campaign is being launched in Europe and Asia, with a launch in France planned for October 22nd. 

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Advertiser: AXA Group

Global Brand Development: Ida de Catuelan (Manager)

Global Brand Director: Paul Bennett

Global Head of Advertising, Media & Product Marketing: Mya Dawaliby

Head of Advertising: Juan Herrera (Global)

Post Production / VFX

Grade: Muriel Archambaud

Motion Graphics: Gaëtan Bizien, Alexandre Boucher

Post Production Company: Mathematics

Producer: Vincent Martin, Paul Créhange

Production Assistant: Guillaume Marien

VFX Supervisor: Guillaume Nadaud

Creative Agency

Art Director: Emmanuelle Bougueret

Art Directors: Jean-Baptiste Blandin (assist)

Client Personnel: Magali Bergeroux

Copywriter: Pierre Coulier

Creative Agency: Publicis Conseil

Digital Director: Clémence Ballu (Global)

Digital Executive Producer: Fabien Dubois (Making of and digital director)

Executive Creative Director: Marcelo Vergara

Executive Creative Directors: Steve O’Leary (Global)

Executive Director: lga Papikian

Planner: Stéphanie Jacquin

Process Manager: Adeline Blanc

Strategic Planner: Alastair Maclean, Richard Sherfey

TV Producer: Armelle Sudron

Production Company

1st AC: Franck Percher

CEO : Pierre Marcus

Director: Douglas Avery

DOP: Andrij Parekh

Photographer : Charles Mamarot

Producer: Gaetan Legoff

Production Company: Prodigious/CARNIBIRD

Production Director: Renaud Jaget

Set Decorator: Clement Price-Thomas

Production Assistants: Léa Villain-Barachet


Composer: Vincent Turbé

Sound Design: James François Vacherot

Sound Engineer: Jean Ledoux

Sound Production: Boris Jeanne


Editor: Thierry Hoss

Publicis Conseil, Thu, 26 Oct 2017 13:45:11 GMT