Description
AXA’s “Three Words” is a powerful, emotionally resonant campaign aimed at highlighting the everyday health challenges people face — both physical and mental — and positioning AXA as a caring, supportive health partner. At a time when the boundaries between physical and psychological well-being are increasingly blurred, AXA set out to encourage more open conversations around health through a deeply human and universal insight: sometimes the hardest thing to say is just three words — “I need help.”
Objective
- Shift AXA’s positioning from insurance provider to health ally.
- Encourage people to speak up about their health issues, especially mental health.
- Reinforce AXA’s brand promise: “Know You Can.”
- Increase relevance across international markets with a universal emotional truth.
The campaign is built on a profound insight: many people struggle to express vulnerability, especially when it comes to mental health. AXA leveraged a simple but impactful narrative structure — three-word confessions — to humanize the often impersonal world of healthcare and insurance.
The strategy was multi-platform and global, integrating broadcast, digital, social, print, and experiential media. It tapped into diverse local realities while uniting audiences with a common emotional thread.
Results
- The campaign sparked widespread engagement and conversation on social platforms.
- Significant uplift in brand warmth and trust scores across key markets.
- Helped AXA reinforce its transformation from an insurer to a holistic health and well-being partner.
- Earned multiple accolades at industry awards for creativity and brand purpose.
This professional campaign titled 'Three Words' was published in France in June, 2025. It was created for the brand: AXA, by ad agencies: Leo, Publicis Conseil, and Publicis Groupe. This Integrated, Print, and Static Images media campaign is related to the Insurance, Public Interest, and Public Utility industries and contains 1 media asset. It was submitted 6 months ago by LLLLITL.
Credits
Brand: AXA, France.
Client Director: Alice Holzman.
Executive Committee Member: Thomas Boutte.
Brand Director: Sophie Dupuis Latour.
Advertising Manager: Noemie Gayet.
Brand Project Officer: Anne Ferrandin.
Head of Media: Faiza Dries.
Media Project Officer: Hélène Caillet.
Head of PR: Gustavo Coura Guimaraes.
Group Chief Communications: Ulrike Decoene.
Global Brand Director: Virginie Bercot.
Global Advertising Manager: Ida Catuelan.
Global Brand Project Officer: Emma Oumeddour.
Creative Agency: Publicis Conseil, Paris.
Présidente Publicis France: Agathe Bousquet.
Global CCO / CEO Leo and CCO Publicis Groupe France / CEO / CCO Publicis Conseil: Marco Venturelli.
Creative Strategy Lead: Sarah Lemarie.
Executive Creative Director: Pierre Mathonat.
Client Lead France: Claire Viala.
Global Client Lead: Marie Wallet.
Global Strategy Director: Antoine Collignon.
Client Service Director: François Borel.
Account Director: Juliette Llory.
Account Executive: Nadia Ragragui.
Deputy Global Client Lead: Carla Cabalfin.
Global Account Director: Maude Gourrier.
Head of Art: Maud Robaglia.
Copywriter: Francesca Vitello, Arnaud Cherbonnier.
Artistic Director: Laura Aondio, Vincent Tavernier.
Motion Designer: Benjamin Amadei.
Process Manager: Cécile Cuzin, Géraldine Sorhaitz.
Traffic Manager: Julie Nudelman.
PR Agency: Publicis Consultants, Paris.
Global Director: Juliette Prigent.
Associate Director: Elsa Peretti.
Account Director: Marie Quinette, Axelle Gadala.
PR & Influence Consultant: Léa Corblin.
Media Agency: Wavemaker, Paris.
CEO Wavemaker France: Julien Boyer.
Business Partner: Jordan Coutault.
Account Director: Elvire Padovani.
Account Manager: Assia Birba.
Account Executive Intern: Juliette Fernandes.
Global Business Lead: Haley Rubin.
Digital Lead: David Hugonnet.
Global Planning Director: Tania Duval.
Global Planning Lead: Laurent Thevenet.
Global Digital Account Manager: Artem Agvsutov.
Account Director Programmatic: Noemie Mendes.
Programmatic Trader: Benjamin Talineau.
Content Director: Chloé Lignier.
Media Trader Radio: Juliette Petit.
Team Lead Audio: Marine Daumont.
Trader Media Multiscreen: Marwan Massad.
Account Manager Multiscreen: Nicolas Bourgeois.
Strategic Planner: Louis Brouard.
Chief Strategic Officer: Sacha Bury.
Account Manager Press: Olivier Durand.
Social Media Paid: Nesrine Hileli.
Production Company: Prodigious, Paris.
Producer: Armelle Sudron, Bérénice Bouvart.
Production Director: Marie Caron.
Assistant Production Director: Elizabeth Dovjenok.
Director: Marjory Dejardin.
Screenwriter: Sarah Barukh.
First Assistant Director: Mathilde Fanet.
Sound Supervisor: Maya Rosa.
Make-Up Artist: Frédérique Robert.
Director of Photography: Mehdi Manser.
First Assistant Camera: Clémentine Peron.
Sound Supervisor: Damien Perrolaz.
Chief Lighting Technician: Rémi Dufour.
Production Manager: Philippe Bourdon.
Electrician: Louis Lebastard.
Postproduction: Pierre Huon.
Film Editor: Thomas Fernandez.
Film Editor Assistant: Chloé Thomas.
Compositor: Vivien Villani.
Postproduction: Alexia Besnarous, Marie Faivre.
After Effect: Yoann Bouchard, David Perez.
Audio Producer: Carsten Kruger.
