AXA

AXA wants to reinforce inclusion and collective optimism by expressing the conviction that progress must be accessible to all. By asking the question “What if the future was no longer perceived as a risk?”, AXA is launching a new chapter in its brand strategy. Through the film “Being a woman shouldn't be a risk”, AXA puts the spotlight on women in their daily lives, and shows the risks they take throughout their lives. 

To carry this message even further, music was a key element in giving even more meaning to the images, and this was achieved thanks to this cover by Cyndi Lauper “Girls just want to have fun” AXA wants to reinforce inclusion and collective optimism by expressing the conviction that progress must be accessible to all. By asking the question “What if the future was no longer perceived as a risk?”, AXA is launching a new chapter in its brand strategy. Through the film “Being a woman shouldn't be a risk”, AXA puts the spotlight on women in their daily lives, and shows the risks they take throughout their lives. To carry this message even further, music was a key element in giving even more meaning to the images, and this was achieved thanks to Cyndi Lauper's cover of “Girls just want to have fun”.