Talking about what jurors looked for in the work, jury president Judy John, global chief creative officer at Edelman, said: ‘The brief this year was simple: find the idea that would be the first domino in a movement of change and inspire the industry. Every idea rewarded was not just a moment, but a movement.’
She explained that, to win, work had to have a real impact both on the business and in the world. That’s why Three Words won big. ‘This year, we discovered that three words can change the world. AXA won’t just change the aspirations of our industry, it will change the insurance industry,’ she noted. ‘Words matter, and that simple addition of the words has turned a mortgage contract into a lifeline, giving women the freedom to leave abusive relationships, and in doing so, handed the entire insurance industry a clear roadmap for reform. Think about if we did that around the globe.’
She added: ‘And not only did this incredibly brave idea create impact for people, it created an impact for AXA brand, moving it from number two in brand consideration to number one, and improved its reputation. This is creativity, bravery and it’s literally game changing.’
