AXA UK was suffering from a perception problem which if gone untreated would propel them into increasingly more dramatic irrelevancy. Consumers saw the brand as “traditional, conservative,” and more or less the Hilton of insurance providers – good, but not slick or cool. The brand was in dire need of injection of modernity and a creative strategy platform which it could use to flex and reel in prospects.

But the most interesting thing I found about AXA was while it acted like a slow and boring brand, it was doing incredibly interesting things behind the scenes. In fact, I wasn’t the only one – The Boston Consultant Group ranks AXA as the 23rd most innovative company ahead of brands like Intel, 3M, even Space X.


Through a series of workshops, positioning writing, testing, more workshops, and more research we landed on a simple proposition that led to a creative platform from which the entire AXA UK organization could act on – not just influencing communications, but creating pride among AXA UK’s employees.

Below is the first phase of our campaign, with the TVC used to launch AXA UK’s distinct and unique point of view in the market – Restless For A Reason.


We supplemented our launch TV and OOH work with micro content films about the breakthroughs AXA makes to better protect people everyday