Being a woman shouldn’t be a risk

Agency: Publicis Conseil


A new corporate chapter of Know You Can: why should the future be a risk?

Our world is confronted with new interconnected and often unpredictable risks creating an uncertain future for everyone. As new vulnerabilities emerge, the need for protection becomes even more urgent.

Now is the time for AXA to infuse its iconic brand signature with an even greater sense of inclusion and ability to reinforce our collective destiny, to further express a shared optimism in the future, the belief that progress can and must benefit all.

AXA asks a simple question: Why should the future be a risk? This is the foundation of AXA new corporate chapter of Know You Can that will carry AXA forward for the next 3 years of its strategic plan 2024-26.

Each year, a public facing agenda will bring to life “Why should the future be a risk?”. Its first instalment starts with a critical topic: Being a woman shouldn’t be a risk.

Being a woman shouldn’t be a risk shines a critical light on those who are under-protected and over-exposed to risk. Women, representing 50% of the world’s population, are facing multiple risks from health to business, from sports to education.

By talking about them, AXA is committed to fighting exclusion to ensure progress for all. In full alignment with AXA’s brand purpose – act for human progress by protecting what matters – the new campaign brings to life clear commitments of the company’s core belief.

The campaign unfolds around an emotional film (60’ + 30’) shot by Madeline Clayton. It depicts familiar situations of women exposed to risks, from birth to adulthood. The film does not position women as victims nor as super women. It sets the record straight and forces us to think differently. It has an optimistic vision on progress and believes in our ability to strive for something better.

This professional campaign titled 'Being a woman shouldn’t be a risk' was published in France in July, 2023. It was created for the brand: AXA GROUP, by ad agency: Publicis Conseil. This Film and Outdoor media campaign is related to the Public Interest, NGO industry and contains 3 media assets. It was submitted 2 months ago.


Agency: Publicis Conseil

Client team:
• Ulrike Decoene, Group Head of Communication, Brand & Corporate Responsibility
• Virginie Berçot, Global Brand Director
• Ida De Catuelan, Brand Expert
• Emma Oumeddour, Global Brand Project officer
• Jêrôme Amouyal, Media, Performance & Insights Director
• Marine Gissy, Global Media Manager

Agency account team:
• Patrick Leclercq, Global Client Lead
• Sylvain Michel, Client Services Lead
• Anne Schneider, Senior Account Director
• Maude Gourrier, Account Director
• Manon Rabette Gache, Account Manager
• Alastair Maclean, Head of Strategic Planning
• Antoine Collignon, Strategic Planner Lead Creation:
• Marco Venturelli, President Overseeing Creativity
• Steve O’Leary, Global Executive Creative Director
• Laura Aondio, Art Director
• Francesca Vitello, Copywriter
• Alexandre Perdereau, Art Director
• Lucie Puybonnieux, Art Director

TV & Digital production:
• Production: Armelle Sudron, Prodigious
• Production House: Grand Bazar
• Director: Madeline Clayton
• DOP: Thimios Bakatakis
• Executive Producer: Gaetan Le Goff
• Line Producer: Noemi March, Léa Villain Barachet
• Production Coordinator: Amélie Zibi

TV & Digital post-production:
- Post Production house TV: Prodigious
- Post producer: Alexia Besnarous
- Editor Dircut.: Zoé Sassier
- Editor: Yves Beloniak
- Grading artist: Simon Bourne (Company 3)
- Flame artist: Dan Niculescu
- Graphiste after effect: Dan Niculescu

Sound and Music:
• Sound & Music Production: Prodigious
• Track: Girls just want to have fun
• Autor: Robert Hazard
• Performers: cover produced by Prodigious with Buzzy Lee
• Creative director Sound Publicis France: Christopher Caurret
• Sound producer: Carsten Krueger
• Sony Music Publishing for 100% of the publishing rights
Print Production & Post-Production:
• Production: Armelle Sudron@Prodigious
• Photographer: Peter Funch
• Photographer Image Bank: Guillaume Nadaud
• Retouching: Artifices
• Process Manager: Cécile Cuzin

Legal Council:
• Business Affairs Manager, Prodigious: Jeanne Duclos
• Business & Legal Affairs, Prodigious: Paul Hazera
• Legal Director: Isabelle Saya-Salvador

• Financial Controller: Adrian Chialli
• Financer Manager: Warren Tenoudji


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.