AXA, a worldwide leader in insurance, unveils its first-ever African Brand Campaign 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 created with Publicis Conseil 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.
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 the company 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.”
The initiative 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 animation was produced by Jungler, in partnership with Zombie Studio.
The piece was genuinely handcrafted with the same care and precision, embracing a tactile approach through fabrics, fibers, real materials, subtle imperfections, and a powerful narrative with an almost physical emotion that you can feel before you understand it. 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.
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. Launched in Morocco, Nigeria, Senegal, Cameroon, Ivory Coast, Gabon, and Egypt, the campaign unfolds across print visuals, DOOH, PR and Social assets, capturing authentic moments of care and solidarity in the film.
