AXA 'RESTLESS FOR A REASON'

As part of the Publicis Groupe, Fallon London was asked to bring fresh thinking to the AXA business and its communications.

As a result of the thinking we contributed over a short period of time and the relationship we quickly built with AXA’s senior global marketing team we were awarded AXA’s UK business without a pitch.

AXA’s problem was that its image was inconsistent with its reality.

Seen as a solid, corporate, uninspiring insurance brand, AXA is in fact consistently ranked one of the most innovative companies in the world by The Boston Consulting Group.

When we learned about the AXA Research Fund we knew we’d discovered gold.

At any given time, the company is involved in over 500 carefully selected research and innovation projects as it strives constantly to identify areas in which it can materially improve people’s lives in the future.

This led us to the creation of the ‘Restless for a Reason’ platform.

To launch this platform we produced an integrated campaign shining a light on just some of the remarkable work AXA is involved in.

The platform now informs everything AXA does from big brand thinking to product messaging right through to the way its employees operate.

Critically, it is reframing AXA as a more modern and human brand – a brand that is finally getting credit for the extraordinary work it is doing.

'The Dancer'

To launch the ‘Restless for a Reason’ platform we looked exhaustively at the initiatives AXA is involved in. 

We shared a number of different ideas with our clients but this film, written by Ronaldo Tavares, Ricardo Motti, Alexia Vasilarou and Wolf Gaertner, became the centrepiece of our campaign.

We scoured the world to find a young woman with this exceptional ability and a few short weeks later we were in Kiev, Ukraine shooting this film.

‘The Dancer’ was directed by Mark Zibert through Rogue Films and edited by Iain Whitewright at Whitehouse Post.

‘The Dancer’ – Behind the scenes

Taylor Haines, the dancer in our film, is from Anchorage, Alaska and is just 19 years old.

This is her inspiring story.

‘The Dancer’ – Choreography

Whilst editing the main film, Ronaldo and Ricardo had the idea to edit a pure choreography sequence.

Iain Whitewright, who did a wonderful job with the main film, also cut this film.