The WARC Podcast WARC Rankings: AXA's 'Three Words' wins the Creative 100
Mar 12, 2026
Alice Holzman, AXA France marketing chief who led the 'Three Words' protection rollout. Marco Venturelli, creative leader who shaped the campaign at Publicis. They discuss tackling domestic violence through a product change, convincing leadership, the creative messaging choices, cross‑functional challenges and the campaign’s real-world relocations and impact.
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Insurance As Prevention Not Just Payoff
- AXA reframed insurance from reactive payout to proactive prevention with the platform The Future Shouldn't Be A Risk.
- The first activation, Woman Shouldn't Be A Risk, targeted domestic violence and sought product-led change rather than just advertising.
Solve One Concrete Tipping Point
- The team identified emergency relocation as the specific, solvable tipping point within domestic violence support.
- Relocation matched insurers' operational strength because insurers already provide rapid support for fires and floods, making it a natural product change.
Board Resistance Turned Into A Problem Solving Process
- Convincing the executive committee took 18 months with intense internal work and 300+ meetings to resolve legal, financial and operational risks.
- CEO Guillaume Bory reframed objections into a to‑do list, spawning a cross‑functional core team that created ownership.