Cannes Lions

INSURANCES

DUVAL GUILLAUME, Antwerp / AXA / 2009

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Overview

Execution

The siamese letter.First a letter that explains how the industry works today (in fact, how people think that the industry works today).Then we invite the reader to 'redefine' this by removing the right part, and re-read the letter.By doing so he/she discovers how the 'negative' letter becomes a positive letter.

Explaining how AXA really wants to treat their customers differently.How AXA redefines standards.

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