PARIS, FRANCE — “Why should the future be a risk?” asked insurance company AXA in 2023 to launch its new brand strategy. While the world is filled with unpredictable risks and uncertainties for the future, the brand takes on an optimistic and strong view, committing to bridge the protection gap to make the world safer, fairer and more inclusive for everyone.
Following its first initiative of highlighting the greater risks impacting women’s lives, AXA is now addressing the professional vulnerabilities to which the self-employed are exposed with agency partner Publicis Conseil. The new global brand statement stands firm in its belief: “Being self-employed shouldn’t be a risk.”
Being self-employed shouldn’t entail unnecessary risks, yet it often highlights the critical vulnerability of those who are not properly protected and over-exposed. With this campaign, AXA aims to celebrate the self-employed in their day-to-day professional struggles and victories, acknowledging them as the driving force behind our global economy.
Directors Hoffman & Metoyer spotlight the self-employed in a lighthearted yet touching film, illustrating the many mishaps that can behold them, without dwelling on the hardships and the anguish of doing it alone. The film highlights simple and sometimes amusing anecdotes that underline the core message of the campaign – they may be simple, but AXA understands that it’s not always easy to overcome.
The print campaign is shot by renowned American photographer, Brian Doben, and depicts a series of portraits of the self-employed as they go about their daily activities.
AXA is protecting the future of the self-employed by creating products and services for them. These solutions are not only accessible in terms of price, but also tailored for the very specific needs they have.
