AXA

42.100

( +0.53%)

Axa worldwide
all press releases

AXA becomes Most Creative Brand of the Year at the Cannes Lions 2025

June 24, 2025

published at 6:00 PM CEST

AXA has been the most awarded French brand in this edition, winning the title of Creative Brand of the Year at the prestigious Cannes Lions Festival 2025, the leading global event for advertising and marketing. Present with two campaigns, AXA Three Words and Group Therapy, AXA won a total of 13 awards in various categories.

The AXA Three Words campaign, created by Publicis Conseil for AXA France and launched in April 2025, promoted the inclusion of a support system for legal, psychological, and financial assistance, as well as a guarantee for emergency relocation for victims of domestic violence, in all home insurance contracts for AXA France policyholders.

This campaign has been widely recognized at Cannes Lions 2025, winning several prestigious awards:

  • Grand Prix Dan Wieden Titanium
  • Grand Prix – Direct / Market Disruption
  • Grand Prix – Creative Business Transformation
  • Gold – PR / Consumer Services – B2B (in partnership with Publicis Consultants)
  • Gold – Creative Strategy
  • Silver Glass Lion for Change
  • Silver – Creative strategy – Corporate Purpose & Social Responsibility
  • Silver – PR / Brand Voice & Strategic Storytelling (Publicis Consultants)
  • Silver – Direct / Corporate Purpose & Social Responsibility
  • Bronze – Direct / Consumer Services – B2B

Simultaneously, the documentary 'Group Therapy,' coproduced with Hartbeat in collaboration with the agency VML (WPP Group), aims at raising public awareness around the importance of mental health. By partnering with Hartbeat, AXA coproduces a 90-minute unscripted format featuring American stand-up comedians alongside actor Neil Patrick Harris. Based on the idea that 'sharing is therapeutic', it explores different aspects of the connection between comedy and mental health. The documentary premiered in June 2024 at the Tribeca Festival in New York and is available on Amazon Prime.

This campaign received prestigious awards at Cannes Lions 2025, including:

  • Gold – Film – Best use of humour
  • Gold – Health & Wellness
  • Bronze – Entertainment – Branded Content

Ulrike Decoene

Group Chief Communication, Brand & Sustainability Officer

This recognition rewards the work done by all our teams over several years around our vision 'Why should the future be a risk?,' which takes a clear-eyed yet optimistic view of the risks we face as a society. By highlighting the risks that women are exposed to with our campaign 'Being a woman should not be a risk,' and by shedding new light on the issue of mental health with the documentary 'Group Therapy,' we are contributing to making communication a vector for change.

Alice Holzman

Client, Brand, and Marketing Director at AXA France

Our mission is to protect our clients against risks and home can become the most dangerous place in case of domestic violence. Therefore, we have decided to leverage our expertise in relocation as well as in legal and psychological support at the service of victims. This unique initiative in the market has mobilized all AXA teams, and the recognition for our campaign encourages us to continue our commitment to address the vulnerabilities of society.

Virginie Berçot

Global Brand Director of AXA Group

These awards encourage us to continue innovating and engaging in causes that matter. We are proud to contribute to initiatives that support vulnerable individuals and to transform the perception of insurance in our society through meaningful campaigns,