AXA Insurances: Know You Can

AXA Insurance continues its 'Know You Can' campaign with brand ambassador and global tennis star Serena Williams, with the creation of an interactive tennis court, created with Publicis Consultant and makemepulse. Serena Williams has often spoken out about her own crippling self-doubt, its damaging effects, and her struggle not to allow these negative thoughts to impact her life. This campaign encourages everyone who experiences personal self-doubt to break their barriers to success, tackle their negative thoughts head-on and smash them to pieces – coached by none other than Serena herself. The campaign launched with a live event at AXA headquarters in Paris and continues to be the focus of their new brand positioning. Influencers and brand advocates were invited to meet Serena, take part in the event and share exclusive content across their social media channels. Before entering onto the interactive tennis court, each influencer was asked to unleash their self-belief and declare at least one personal negative thought - such as judgement, hesitancy, prejudice and impatience – which was projected onto a huge 10-metre-wide screen. Armed with a tennis racket and a ball, and coached by Serena, they aimed to shatter their self-doubt into pieces and turn it into self-belief. Designed and built by makemepulse, the biggest challenge faced was how to create an installation that can withstand Serena’s famous 122mph serve, but also recognise when a ball has connected with the screen. The screen was protected with plexiglass to ensure it could undertake even the biggest impact and LIDAR technology was used to detect the ball. This mapping technology tracked and registered the impact of the ball and create an immediate visual response on screen as the negative words were broken down, leaving the participants feeling empowered.