Axa’s campaign is a powerful story told by a woman who is aging in real time.
In the middle of the year, the insurance company Axa launched a global campaign under the title “Being a woman shouldn’t be a risk.” Step by step the subsidiaries in each country have used this concept to adapt it to each country.
In Spain, the company has chosen to denounce the years that remain for society to become equal at all levels. And to represent it they have aged a woman in real time.
Axa Commercial – Victoria 285
“Victoria 285” is the title of the Axa campaign encompassed in the concept “Being a woman should not be a risk.” It has been created by the Leo Burnett agency, directed by Claudia Costafreda, produced by Roma and post-produced by La Metropolitana. The idea of the campaign is to raise awareness among the population about the difficulties and the time left for equality to be complete in our society.
Victoria is the name of the woman who begins the story. While they tell us about the most significant advances that women have experienced, she emphasizes that there is still much to do. Little by little the camera gets closer and, while she explains the years left to achieve certain goals, the woman ages in real time. Her facial features, hair and voice change. A powerful reflection that shows how much there is left to achieve an egalitarian society. No less than 285 years.
According to Jesús Ramírez, Director of Brand and Advertising at AXA: “The brand had just announced its global positioning “Why should the future be a risk?”, with the aim of raising awareness about all the risks that exist today in the society. As an Insurance Company, we cannot live with our backs to reality and we feel the need to contribute to the extent of our possibilities to mitigate society’s risks by providing the necessary serenity to look to the future with full confidence.”
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