Being self-employed shouldn’t be a risk

Publicis Conseil

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 being 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 aim 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 behold them, without dwelling on the hardships and the anguish of going it alone. Simple, and sometimes amusing anecdotes that underlines the message of ‘Being self-employed shouldn’t be a risk’ and that AXA gets 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.

Discover the film : https://youtu.be/0Oil9slp7aQ

The print campaign is shot by renowned American photographer, Brian Doben, and depicts a series of portraits of the self-employed as they go about their daily activities.

This awareness campaign is aimed at shedding light on an overlooked population.

AXA is protecting the future of the self-employed by creating products and services for them. These solutions are not only accessible in terms of price but also tailored for the very specific needs they have.

Campaign deployment: from May 2024 through to 2025 across 14 countries (France, Italy, Spain, Germany, UK, Ireland, Switzerland, Belgium, Morocco, Turkey, Honk-Kong, Japan, Thaïland and Mexico.)