AXA and Publicis Conseil Win Prestigious Cannes Titanium Grand Prix

Insurer AXA and company Publicis Conseil gained the Dan Wieden Titanium Grand Prix at Cannes Lions for altering dwelling insurance coverage insurance policies to assist individuals go away home abuse.AXA’s “Three Phrases” was one of the vital awarded campaigns at Cannes Lions this week, having already gained the Grand Prix within the Direct and Artistic Enterprise Transformation classes. Publicis Conseil was additionally named Company of the 12 months at Cannes Lions. The Titanium Lions, which acknowledge work that progresses the trade, are one of the vital prestigious prizes in promoting. This 12 months, 18 items of labor had been shortlisted out of 187 entries, and solely 4 acquired a Titanium Lion, together with AXA. Publicis Conseil is the primary French company to obtain the Titanium Grand Prix within the award’s 22-year historical past. Its trophy can be one other feather within the cap of holding firm Publicis Groupe, which has been on a profitable streak these days with new enterprise, most lately Mars’ media account. With “Three Phrases,” AXA helped “give ladies the liberty to depart abusive relationships,” mentioned Judy John, president of the Titanium jury and world chief inventive officer of Edelman. In France, the place AXA is headquartered, dwelling insurance coverage is necessary by legislation and already gives emergency relocation when a house turns into uninhabitable within the occasion of fireside or flood. AXA added the three phrases, “and home violence” to its clause to assist ladies escape abusive conditions. As a part of the coverage, a girl shall be instantly relocated if she calls an emergency quantity and can obtain free authorized, monetary, and psychological assist. The trigger was included in all of AXA’s 2.5 million dwelling insurance coverage contracts with retroactive impact. AXA “handed the complete insurance coverage trade a transparent roadmap for reform,” John mentioned. “The choice to award it was prompt and unanimous.” A protracted, difficult roadAXA already has longstanding packages supporting ladies, and in 2023, it launched its “Being a Lady Shouldn’t be a Threat” platform. “Three Phrases” got here from knowledge displaying that home violence is on the rise in France, as elsewhere, and is the main reason behind harm for ladies within the nation, mentioned Agathe Bousquet, president of Leo and Publicis Groupe France. “This was a strong and systematic resolution to a systemic and really massive downside,” she mentioned. Whereas AXA’s CEO, Thomas Buberl, was receptive to the thought from the start, it was a 16-month course of that was “very troublesome” to launch, based on Marco Venturelli, CEO and CCO of Publicis Conseil and president and world CCO of Leo.Making the change, although it “sounds easy,” was complicated to execute as a result of it entailed overhauling fundamentals of insurance coverage insurance policies, mentioned Venturelli. For instance, AXA had to make sure that a girl can get assist even when her title isn’t on the insurance coverage contract, and she or he doesn’t have to offer proof of the issue.Publicis Conseil entered a beta check of “Three Phrases” at Cannes Lions final 12 months and gained gold in Innovation. That win emboldened the AXA consumer to make it official, mentioned Venturelli.“Three Phrases” launched in April this 12 months and is now being rolled out in Italy. AXA can be contemplating implementing the change within the U.Okay., Eire, Spain, and Japan, Bousquet mentioned. “It’s altering a class and pushes competitors to do the identical,” Venturelli mentioned. “It’s a part of the DNA of what insurance coverage ought to do–defending individuals.Watch all of the Cannes Grand Prix winners right here.