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案例简介:Credits
Being self-employed shouldn’t be a risk.
案例简介:
Being self-employed shouldn’t be a risk.
案例简介:Credits
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Being self-employed shouldn’t be a risk.
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"Why should the future be a risk?" was the direct yet provocative question asked by AXA in 2023 when launching their new brand strategy. Our world is confronted with new interconnected and often unpredictable risks, creating an uncertain future for everyone. The insurer takes an optimistic and strong view that they should do better to bridge the protection gap as a key actor in making the world safer, fairer, and more inclusive for as many people as possible. After a first chapter highlighting how the very nature of being a woman exposes her to greater risks and impacts her ability to progress, AXA is now addressing the professional vulnerabilities to which the self-employed are exposed by launching their new global brand campaign: "Being self-employed shouldn't be a risk." Being self-employed shouldn't entail unnecessary risks, yet it often highlights the critical vulnerability of those who are not properly protected and over-exposed. AXA aims to celebrate the self-employed in their day-to-day professional struggles and victories, acknowledging them as the driving force behind our global economy. Directors, Hoffman & Metoyer, spotlight the self-employed in a lighthearted yet touching film, illustrating the many mishaps that can befall them, without dwelling on the hardships and the anguish of going it alone. Simple, and sometimes amusing anecdotes underline the message of "Being self-employed shouldn't be a risk" and that AXA understands that it’s not always easy. The music is a remake of "I Got You, Babe" by the Swedish singer, musician, and composer, El Perro Del Mar.
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