Axa "Sharing makes us stronger" by Fallon London

Axa's artistic spot encourages people to speak up about their mental health.

Featuring Liverpool FC defender Sophie Bradley-Auckland, the ad brings to light feelings of isolation and helplessness experienced by people who have had difficulties with their mental health. A spoken-word poem by Aiysha Humphreys sparks a more optimistic note as individuals take steps to talk with others about their well-being, either through support groups, family members or teammates.

It launches alongside a shorter 30-second version and social cutdowns, as well as TV, online and press activity. The work was written by Andrew Long, art directed by James Millers and directed by Jones & Tino through Stink. The media agency is Havas Media.

Credits

Creative agency
Account director
Client
Head of brand communications
Campaign marketing manager
Senior social and content manager
Chief creative officer
Copywriter
Art director
Planner/CSU director
Agency producer
Account team
Photographer
Media agency
Media planners
Production company
Director
Music
Post-production
Sound design & mix

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