Poster
Three Words
AXA · 2025
- Agency
- Publicis Conseil
- Campaign
- Three Words
Analysis
AXA added domestic violence to the risks that qualify for emergency housing support. The poster highlights the new words within a simple insurance statement.
Highlighted clauseService as message
Why it worked
The white space keeps attention on the promise. Yellow marks identify the exact change that gives the campaign its title.
Lesson
Make a service change legible by showing the words that changed.