Women on the ball - with Axa and Publicis
Insurance company Axa is the first partner in the history of the top Swiss women's soccer league. Publicis developed the campaign to promote the commitment.
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After 50 years of women's soccer in Switzerland, the top league finally has a sponsor in the form of AXA. As part of the commitment, the National League A has been renamed "Axa Women's Super League". The name already hints at what Axa and the Swiss Football Association are jointly aiming for: Namely, to put women's football on the same level as the men's professional league and to give women the recognition and support they deserve.
This support includes - among many other things - media attention and increased visibility. To this end, Publicis developed a campaign to draw attention to the elite league and its commitment, while motivating women in sports to keep at it.
At the heart of the campaign is an energetic film in which women are confronted with common prejudices and clichés, followed by a strong message not to listen to them and instead to believe in themselves. In line with Axa's brand promise: "Know you can".
The film, which will be used on TV and in various online formats, is flanked by POS posters and a multi-level content concept that gives users the opportunity to engage with Swiss women's football in a more in-depth and playful way. The campaign is complemented by numerous internal measures that involve Axa employees in the commitment.
The cross-media campaign will be in place from August throughout the entire soccer season and will be continuously supplemented. For example, some exciting collaborations are planned, according to a statement.
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Responsible at Axa: Antonia Lepore (Head Marketing Communication), Claudia Suter (Head Brand & Advertising), Vera Hager (Advertising Manager), Sandro Singer (Brand Manager). Responsible at Publicis: Jan Kempter (Creative Direction), Yannick Schaller, Sarah Pietrasanta (Text), Sandy Pfuhl (Art Direction), Hannah Zuettel, Dara Stacher (Graphics), Frank Lang (Content Strategy), Anjali Kosman (Content Creation), Abbie Ramakrishnan (Strategy), Charlotte Hottinger, Michelle Hämmerli (Consulting), Mathias Koller (Managing Director); Film: Hillton (production), Samuel Morris (director), Pat Aldinger (camera) Mona Bertschinger (producer), Marko Strihic (editor), Marina Starke (grading), Patrice Gerber (visual effects), Gordian Gleiss, Niko Floss (music) Jingle Jungle Tonstudio (sound design). Photography: Raphael Just. Production partner for PrePress: Motion. Design and production consulting: Prodigious Zurich.
