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French insurance company Axa was among the biggest winners at the 2025 Cannes Lions International Festival of Creativity.

The insurer won a total of 13 awards across a host of categories, including a Silver Glass Lion for Change and the Dan Wieden Titanium Grand Prix alongside its agency partner Publicis Conseil.

Additionally, Axa was named Creative Brand of the Year at the annual marketing festival in June.

The company needed to enter just two campaigns to rake in the accolades: Axa Three Words and Group Therapy, which MM+M covered two months prior to Cannes.

Agency partner VML Paris received a Gold Lion in the film category for its work with Axa on the mental health campaign backed by actor and standup comedian Kevin Hart. 

Group Therapy, a 90-minute documentary, featured a candid conversation among standup comedians about their experiences with therapy in an effort to bring greater awareness and acceptance of mental health’s importance. 

The comedian’s production company, Hartbeat, teamed with VML and GroupM to bring the feature-length documentary on mental health to life. Group Therapy made its debut at the Tribeca Film Festival last year, and Amazon Prime distributed globally.

Meanwhile, the Three Words campaign addressed an even more difficult subject matter: domestic and sexual violence in France.

Based on the three words — “and domestic violence” — the campaign launched in April with the goal of providing emergency relocation services for victims of domestic violence.

Since home insurance is compulsory under French law, Axa changed its policies to allow for emergency relocation of policyholders faced with flood, fire or domestic violence.

In addition to being relocated by Axa, those who call the company’s hotline are provided with psychological support to address the impact abuse has on a person’s mental health.

Virginie Berçot, global brand director at AXA Group, said the Three Words campaign approached the topic of domestic violence in a considerate, thoughtful manner rather than merely portraying the women as helpless.

It was an intentional choice by Axa and its agency partner to shift the perception of the brand from simply that of an insurer to being considered a healthcare resource, too. 

“We didn’t want to showcase women as victims,” she said. “We wanted to have a kind of dignity and respect.”

In their own ways, mental health challenges and domestic violence are highly stigmatized topics that can be hard for a brand to engage with from a marketing perspective.

However, if there’s a throughline between Group Therapy and Three Words, Berçot said it is Axa’s willingness as a brand to be bold, take risks and redefine itself in the eyes of consumers. 

“We are an insurer — the most boring sector on earth, when you think about it, full of complexity and regulation,” she said. “Yet we became the creative brand of the year.”

The campaigns demonstrated that even an insurance company can create compelling, award-winning content by focusing on genuine societal challenges and offering practical solutions.

Berçot added that these campaigns serve as part of a long-term brand strategy focusing on real-world issues with an emphasis on being solution-oriented and sincere in nature.

Considering many brands are cautious about taking risks when addressing important societal issues, she suggested more marketing leaders break with the trend and lean into opportunities where appropriate.

By being authentic and credible in messaging around meaningful topics that impact people’s lives, she said brands can become gamechangers in the marketing realm.

Whether that’s a full-length documentary like Group Therapy or a policy change supported by ads like Three Words, she urged brand marketing leaders to create content that starts important conversations.

“When you hear that you have to develop a fit for platform formats, we are demonstrating that maybe you can think differently — you can make a difference and it’s working,” she said.