Keep caring for each other. It’s the most beautiful form of protection

AXA unveils its first-ever African Brand Campaign created with Publicis Conseil, to establish its role and ambition on the continent. Expressing at its best AXA's global platform “Why should the future be a risk?”, the campaign deeply connects with one Africa's greatest heritage, the culture of care - a unique form of protection that places the collective at the heart of African life.
As an insurer, AXA instinctively understands that better protecting people means evolving within the community. By building trusted relationships and standing alongside people at every stage of life for more than 50 years across Africa, AXA helps foster community resilience and empower people to progress.
The campaign positions AXA as true partner for Africans, that understands and values the power of the community by protecting those who care for others - with an emotional and universal message: “Keep caring for each other. It's the most beautiful form of protection.”
A brand platform aimed at strengthening brand consideration and relevance for AXA across the region, with each entity bringing the promise to life with its Life & Savings, Property & Casualty and Health products and services offerings.
The brand campaign tells a story of protection and transmission through a modern African tale, combining emotion, visual poetry and Africa's identity.
In an era increasingly shaped by AI, AXA chose the value of human craft to bring its vision to life. This is why the brand partnered with renowned stop-motion director Paulo Garcia, whose empathetic and deeply human approach reflects the very values at the heart of the campaign.

The film, was genuinely handcrafted with the same care and precision, embracing a tactile approach through fabrics, fibers, real materials, subtle imperfections, and a powerful narrative. Through the hero's journey, the film turns “care” into a sensitive and universal experience, where magic becomes a metaphor for support, solidarity, and caring for each other.
The film ends with a return to reality, with a live-action directed by Vianney Lebasque, guided by his vision to stay deeply grounded in reality: shot on location, at the heart of the communities it represents, the campaign celebrates and embodies everyday African heroes and the energy, and dynamism of the continent's cities.
It features an original composition created specifically for the film, “Sékou's story” by Ronan Maillard, reinforcing the emotional, warm and protecting dimension of the message, and rooting in Africa's cultural identity.
The campaign unfolds across print visuals, DOOH and Social assets, capturing authentic moments of care and solidarity in the film.
The campaign has been launched in Morocco since June 29 to August 15, 2026, setting the stage for a crescendo rollout across the continent, across six additional markets (Nigeria, Senegal, Cameroon, Ivory Coast, Gabon, and Egypt), followed by a second wave in Morocco in October 2026. This pan-African deployment spans TV, cinema, Out-of-Home and Digital Out-of-Home, digital, and PR.