AXA Liverpool FC Partnership

Creating a global content platform to bring AXA’s brand purpose to life through their Liverpool FC partnership.

The Brief

We were tasked with creating digital content that positions AXA as a brand that empowers people to move forward with confidence. Using the global partnership with Liverpool FC, AXA wanted to inspire resilience, ambition and progress — showing how they support customers in achieving their goals in life and sport.

The Challenge

We needed to translate AXA’s B2B messaging — focused on protection and trust — into creative content that connects with a global sports audience. It had to be relevant, human and inspiring, while staying true to both AXA’s brand and the culture of Liverpool FC.

The Outcome

We launched a range of content under the platform Training for Confidence, rooted in the belief that AXA gives customers the confidence to progress. From club legends to the award-winning AXA Confidence Squad, our creative work brought the brand’s purpose to life in a way only sport can.

MAKE THE FIRST MOVE.

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