AXA and agency Publicis Conseil, Paris, won a Grand Prix in Direct for its Three Words campaign.
The initiative updated the clause of AXA’s home insurance contracts in France to recognise domestic violence as a valid reason for relocation.
Victims can call an assistance number to connect with experts trained to respond swiftly to complex situations of domestic violence. They are then relocated to a hotel with security systems, the address of which remains confidential. Subsequently, they are moved to longer-term accommodation, either a house or an apartment, depending on their needs.
Women receive free psychological support from specialised psychologists available 24/7 for domestic violence cases. They also receive free legal assistance to help them file complaints.
Discussing this year’s Direct trends, jury president Gaëtan du Peloux, president and chief creative officer at Marcel, cited that business ideas and humour were key trends. He also mentioned that many entries featured AI, but importantly, AI with purpose, not just for the sake of it. He noted that a smaller trend in the Direct category was the coupon.
Referring to the context of the winning work, he cited its impact as particularly noteworthy. ‘What they did has a fantastic impact, huge impact, and it will be a long-lasting impact. To me, those three little words are maybe the most powerful I've ever read.’
He added, ‘The execution is so good, being so minimalist. The creative expression is so powerful. It's just three little words highlighted; simple, so powerful. There’s all the ingredients we love at Cannes Lions.’
