After a striking campaign in 2021 in the wake of Nafi’s victory in Tokyo, a new campaign is in the starting blocks for AXA Insurances, ready to run during the Summer months. Still signed with the iconic line Know You Can, the latest iteration takes a deeper look at the confidence in all of us. And while the campaign is mostly noticeable in TV, OLV and OOH, it’s the branded content that truly makes it stand out.

"We want to continue to claim and advocate self-confidence of course, but we also wanted to get closer to our audience with content that speaks to us, the consumers, about self-confidence," says Luc Latour, Brand & Media Manager at AXA Belgium.

In a very personal and authentic way, Olympic champion and brand ambassador Nafi Thiam explains in her own words what self-confidence means to her. She goes on to give very specific advice on how to maximize that feeling and give your very best, no matter what you do in life.

The campaign is the result of an intense collaboration between AXA Belgium, Wavemaker and Publicis Groupe. Nafi will shine on television thanks to a strong media plan, in Out of Home with striking formats and in social media, online video & Social Media.

свернуть