AXA
Why not?

To breathe new life into its brand, AXA developed a new positioning building on‘Redefining Standards’, which was launched in 2008.‘Why not?’ captures the can-do attitude customers can expect from AXA – in its products, service and customer experience. It builds on Redefining Standards, with a promise to explore the possibilities and change things for the better. Employees would play a key role in making ‘Why not?’ a reality, so AXA wanted to support the launch with an internal brand engagement campaign.