AXA won the title of Creative Brand of the Year at the prestigious Cannes Lions Festival 2025, the leading global event for advertising and marketing. Present with two campaigns, AXA Three Words and Group Therapy, AXA won a total of 13 awards in various categories, the company said on its website.

The AXA Three Words campaign, created by Publicis Conseil for AXA France and launched in April 2025, promoted the inclusion of a support system for legal, psychological, and financial assistance, as well as a guarantee for emergency relocation for victims of domestic violence, in all home insurance contracts for AXA France policyholders.

This campaign has been widely recognized at Cannes Lions 2025, winning several prestigious awards:

• Grand Prix Dan Wieden Titanium
• Grand Prix – Direct / Market Disruption
• Grand Prix – Creative Business Transformation
• Gold – PR / Consumer Services – B2B (in partnership with Publicis Consultants)
• Gold – Creative Strategy
• Silver Glass Lion for Change
• Silver – Creative strategy – Corporate Purpose & Social Responsibility
• Silver – PR / Brand Voice & Strategic Storytelling (Publicis Consultants)
• Silver – Direct / Corporate Purpose & Social Responsibility
• Bronze – Direct / Consumer Services – B2B

Simultaneously, the Group Therapy aims at raising public awareness around the importance of mental health. This campaign received prestigious awards at Cannes Lions 2025, including:

• Gold – Film – Best use of humour
• Gold – Health & Wellness
• Bronze – Entertainment – Branded Content

“These awards encourage us to continue innovating and engaging in causes that matter. We are proud to contribute to initiatives that support vulnerable individuals and to transform the perception of insurance in our society through meaningful campaigns”, commented Virginie Berçot, Global Brand Director of AXA Group.