Finalist
Creative Use of Data
Data Visualization
| Entrant: | Leo Burnett, Madrid |
| Brand: | AXA |
| Title: | "Victoria 285" |
| Corporate Name of Client: | AXA |
| Client Company: | AXA, Madrid |
| Client Head of Brand Marketing: | Jesús Ramírez |
| Senior Client Brand Managers: | Beatriz Rodriguez/María Barcina/Raquel Gil/Bárbara Montojo |
| Agency: | Leo Burnett, Madrid |
| Agency Chief Executive Officer: | Ricardo del Campo |
| Agency Creative Chairman: | Marco Venturelli |
| Global Chief Creative Officer: | Steve O´Leary |
| Chief Creative Officer: | Gastón Guetmonovitch |
| Executive Creative Director: | Juan Frías |
| Senior Creative Director: | Carlos Mañas |
| Copywriters: | Eduardo Santos/Yolanda Alvarez |
| Art Directors: | Alba García/Victor Fariña |
| Agency Account Supervisor: | Alejandra Alvear |
| Agency Senior Account Director: | María Ferrández |
| Agency Planner: | Miguel Gomis |
| Digital Producers: | Lucia Casesnoves/Mercedes García |
| Production Company: | ROMA, Madrid |
| Director: | Pablo G. Acon |
| Executive Producer: | Juan Bascón |
| Producer: | Assaf Eldar |
| Director of Photography: | Claudia Costafreda |
| VFX Company: | La Metropolitana |
Description:
The idea shows a 25 years old woman that reminds us some of the women´s and society´s achievements in the last 100 years towards gender equality, marking how many years have past since each of them was achieved.
But then, she starts to explain how many years we still need to get to some other achievements, and as she mentions each of them, she gets older.
All this happens in the same take with no cuts. When we think she can't get older she keeps aging, showing us that it will take longer than we think, getting until she is 285 years old.
The "innovation" is imagining how a 285 year old woman would look like and seeing her aging slowly until then, to prove how much time we still have to wait to live in an equal world if we keep moving forward society at the current pace.