AXA’s ‘Three Words’ work creatively and effectively

THE WINNER of the Creative Effectiveness Grand Prix for 2026 is the game-changing ‘Three Words’, entered by Publicis Conseil on behalf of AXA France. Regular Cannes Lions attendees will recall that the campaign won the Titanium Grand Prix in 2025.

Notable for its simplicity, ‘Three Words’ saw AXA change its home insurance policy in France to include domestic violence as valid grounds for relocation — alongside fire and flood. Even if their name isn’t on the policy, victims can call a hotline — whereupon they and any children will be placed in a secure hotel. They are then given support to finding long term housing, as well as access to psychologists and legal advice.

Jury President Bertille Toledano, CEO, BETC and Havas Creative Middle East, said the inclusion of the new phrase in 2.5 million contracts helped AXA stand out from rivals: “There is no real difference in home insurance, no one really thinks about it. But this created

differentiation by putting a cultural vision in the centre of business vision. That is radically different.”

Toledano said that she urged her jury to look for work that “made a difference”.

In the case of ‘Three Words’, she stressed how the impact of the campaign went well beyond AXA’s business performance: “For some women, home is the most dangerous place on Earth. In France one women is dying every three days. This campaign helped 121 women in the first month.”

‘Three Words’ also won a Gold Lion, as did ‘Pedigree Caramel’, entered by AlmapBBDO, Sao Paolo on behalf of Pedigree.