Simply the best: Direct glory for ‘Three Words’

PUBLICIS Conseil has tri- umphed in one of Cannes Lions’ largest categories, beat-ing more than 2,000 rivals to secure the Direct Grand Prix. The work, on behalf of insur-ance giant Axa, has the under- stated title ‘Three Words’.

Jury President Gaëtan du Pe-loux, president and chief creative officer, Marcel, France, said: “It is an amazing idea. I had goosebumps. I was speechless. It is one of those totally game-changing ideas that we will still remember in 10 years’ time.”

Jury President Gaëtan du Peloux

The work itself is deceptively simple — but carries profound impact. It involved rewriting a clause in Axa home insurance policies so that instead of covering ‘fire and flood’ it covered ‘fire, flood and domestic violence’. At a stroke, it provided an escape clause for women who otherwise could not escape abuse at home.

France has mandatory home-insurance contracts, so Axa’s decision had wide- spread impact, with the new words being added to 2.5 million contracts (retroactively). Women who contact Axa get legal, financial and psychological support to help them relocate (with their children if necessary). “

It set a new emotional standard,” said du Peloux. “Those three little words are among the most powerful I’ve ever read.”

The Jury also awarded 10 Gold Lions — to the US (3), Brazil(2), France, Portugal, Germany, Canada and India. “It is an amazing category,” du Peloux said, “very diverse. We saw some really good use of AI and a lot of humour. The world is a bit anxious in 2025, so I think people have a need for humour right now.”