AXA
Keep on Kicking
2025—06
During adolescence, motherhood, or menopause—stages in which women's bodies change and they need to take better care of themselves—sports are often the first thing they give up.
But giving them up should not be an option.
To mark its sponsorship of the 2025 Women's European Championship, AXA is launching the “Keep on Kicking” campaign, a message that conveys that you should not stop playing sports, even in difficult times in life. Because continuing to play sports is essential for women's physical and mental health.
At Leo Burnett Madrid, we are leading the international campaign: from the creation of the concept and development of the script for the main commercial to its adaptation to all creative formats. This campaign focuses on the value of sport as a driver of well-being and female empowerment.
professional work
But giving them up should not be an option.
To mark its sponsorship of the 2025 Women's European Championship, AXA is launching the “Keep on Kicking” campaign, a message that conveys that you should not stop playing sports, even in difficult times in life. Because continuing to play sports is essential for women's physical and mental health.
At Leo Burnett Madrid, we are leading the international campaign: from the creation of the concept and development of the script for the main commercial to its adaptation to all creative formats. This campaign focuses on the value of sport as a driver of well-being and female empowerment.
professional work
