This partnership has been an outstanding success for both parties, showcasing genuine brand dedication. Since 2019, Nafi has been the face of AXA’s campaigns, embodying the idea that with the right support, one can confidently surpass themselves. By signing this lifelong partnership, which will no longer necessarily be tied to Nafi’s athletic performances, AXA aims to strengthen its image as a human insurer, accessible to all Belgians and ready to stand by its clients in both good and challenging times, through its comprehensive range of products and services.

Nevertheless, this year, we will still have the privilege of following her journey at the Paris Olympic Games. To emphasize the unwavering support of the insurer and to highlight the support of all those who stand by us daily, AXA Assurances and Publicis Groupe have conceived a campaign featuring Nafi, surrounded and supported, aptly titled: “Support is Gold”.

During important events, we tend to highlight successes and achievements, often overlooking the multitude of factors that contributed to these cherished and unique moments. Yet, in the shadows are those who are always there, supporting us through both success and moments of doubt or failure, throughout these periods of hard work. They are the ones who provide the courage to embark on every project in life.

“To convey this important message, AXA Assurances and Publicis Groupe created an athletic choreography orchestrated by Belgian dancer and choreographer Alexander Vantournhout. The film portrays Nafi Thiam mentally preparing for various challenges,” says Koen Lukasczyk, Chief Communications Officer at AXA.

“In the film, she is literally supported by dancers, symbolising all the people who encourage her and give her the confidence she needs to surpass herself and achieve tangible results, illustrated here by images of the athlete’s exploits,” adds Naïm Baddich, Creative Director.

“For the soundtrack, we chose ‘Girl on fire’ by Alicia Keys, a song as emblematic as our ambassador herself!” confirms Koen.

The “Support is Gold” campaign will be depicted through a film (30-second TV ad and 50-second Cinema spot), outdoor advertising, and on various social media platforms.

With this new campaign, AXA and Publicis Groupe demonstrate the insurer’s unwavering commitment to stand by its clients day by day, providing the necessary support to surpass themselves and reach new heights.