PARIS, FRANCE – 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 life 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 rather choose to celebrate all the daily heroes who “keep on kicking” whatever the obstacles to make this celebration even more inclusive:
The second element is addressing 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 but also 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, Turkey throughout the year.
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 Directors: Léandro de Torres and 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: 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 AD: Alex Pozuelo
• Director of Photography: Santiago Cantillo
POST-PRODUCTION HOUSE: Prodigious
• Post-Producer: Alexia Besnarous / Franck Hervé Marc / Cédric Herbet
• Editors: Guillermo Neva / Antoine de Neubourg
• Colorist: Emiliano Serantoni / 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
• Artiste(s) interprète(s) : Max Baby (a minima)
• Editeurs : 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
