Description
We all know that sports activities are essential for mental and physical health across a lifetime, but worrying statistics show that women are dropping sports at key moments of their lives. Puberty, motherhood and menopause are turning points in women’s lives where sport is taken off their agenda — twice as many girls as boys cease sports at puberty, and 30% of women admit they are less physically active after menopause.
Following their platform “being a woman should not be a risk,” AXA is taking a stand on this key battle for women’s health and wellbeing.
The campaign is twofold. The first element is meant to amplify AXA’s partnership with the UEFA Women’s EURO 2025 as an official partner of the event, which is a major competition in professional women’s football and a true celebration of performance.
Still, in the hero film, AXA chooses instead to celebrate all the daily heroes who “keep on kicking” — whatever the obstacles — to make this celebration even more inclusive.
The second element addresses a broader audience, extending AXA’s call to action to all sports beyond football and the UEFA Women’s EURO 2025, as illustrated in the second hero film.
These films are supported with content fit for social media, featuring some of AXA’s most inspiring women ambassadors — such as Marie Höbinger, player at Liverpool Football Club; Cat Burford, dentist and pole explorer from the UK; Nuria Marques, paralympic swimmer from Spain; and Bengisu Avci, marathon swimmer from Turkey — talking about their personal “Keep on kicking” moments to further encourage the audience in any life situation.
This campaign will be successively deployed in Switzerland, Germany, the United Kingdom, Spain, Italy, France, Hong Kong and Turkey throughout the year.
This professional campaign titled 'Keep on Kicking' was published in France in July, 2025. It was created for the brands: AXA and AXA GROUP, by ad agency: Publicis. This Film medium campaign is related to the Insurance and Sports industries and contains 2 media assets. It was submitted 16 days ago.
Credits
Brand: AXA Group
Group Chief Communications, Brand & Sustainability Officer: Ulrike Decoene
Global Brand Director: Virginie Berçot
Global Strategic Leader: Ida De Catuelan
Global Brand Manager: Arthur Lenfant
Global Brand Project Officer: Emma Oumeddour
Global Brand Project Officer: Kateryna Martyniuk
Media & Performance Director: Jérôme Amouyal
Global Media Lead: Marine Gissy
Media Expert: Antoine Meuret
Advertising Agency: Publicis
CEO / CCO: Marco Venturelli
Global Creative Excellence Lead: Diego Wallach
Executive Creative Director: Juan Frias
Creative Director: Carlos Manas
Art Director: Léandro de Torres
Art Director: Laura Colored
Planning Director: Eva Chapiteau
Strategic Planner: Zoé Perchirin
Global Client Lead: Marie Wallet
Executive Director: Sylvain Michel
Account Director: Maude Gourrier
Account Manager: Léa Rale
Process Manager: Cécile Cuzin
Agency Production: Prodigious
Agency Producer: Armelle Sudron
Production Company: Antiestatico
Director: Yupi Segura
Chief Executive Producer: Matias Dumont
Executive Producer: Mariana Biquard
Head of Production: Carola Bisci
Line Producer: Debbie Stylianidis
Production Manager: Rodrigo Alonso de Celada
1st Assistant Director: Alex Pozuelo
Director of Photography: Santiago Cantillo
Post-Production House: Prodigious
Post Producer: Alexia Besnarous
Post Producer: Franck Hervé Marc
Post Producer: Cédric Herbet
Editor: Guillermo Neva
Editor: Antoine de Neubourg
Colorist: Emiliano Serantoni
Colorist: William Ferré
After Effects: Mickael Hernandez
Creative Sound Director: Christophe Caurret
Sound Producer: Carsten Krueger
Music Business Affairs: Paul Hazera
Music
Title: Keep on Kicking
Composer: Maxime Tribèche
Performer: Max Baby (a minima)
Publishers: Warner Chappell Music, Savoir Faire, Les Editions du Tigre
Photography
Photographer KVs: Guillaume Nadaud
Retouching Studio: Artifices
Retouching Supervisor: Artifices
Photographer Image Bank: Guillaume Nadaud
Photo Editor Image Bank: Guillaume Nadaud
