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AXA GBS CSR Coffee Table Book & Video

Moments of care,
woven together

We had to inspire more employee volunteers by showcasing the impact of the good work already done. From the very beginning, giving back has been part of life at AXA Global Business Services. It shows up year after year through thousands of volunteer hours and initiatives that support people, communities, and the planet. As AXA’s global Hearts in Action program marked 40 years, AXA GBS wanted to pause and reflect on that journey. Not as a report, but as a story people could feel connected to.

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What we
set out to do

Bring together decades of CSR work into a single narrative that felt human and inspiring. The book and launch film needed to reflect the real impact of AXA GBS’ efforts, strengthen pride among employees, and remind everyone why this work matters.

It had to celebrate the scale of what’s been achieved, without losing sight of the individuals behind it.

How we went
about it

Instead of leading with numbers, we chose to lead with emotion. The creative idea centered around a single visual thread in AXA red, a symbol of connection, continuity, and care, running through every story.

In the coffee table book, this thread guides the reader across chapters, forming meaningful shapes along the way. A heart to begin the journey. An ECG line for health initiatives. A leaf for environmental action. Real hands appear throughout, holding and guiding the thread, reinforcing the idea that this impact is built collectively.

The same idea carried into the launch video. The thread weaves through real footage, motion graphics, and personal moments, connecting classrooms, hospitals, reforestation drives, and community partners. Subtle typography and number highlights mark milestones, while the narration keeps the focus on people and purpose. The film closes with the thread forming the AXA Switch, bringing the story full circle.

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View Coffee Table Book
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Watch the Video

What it led to

The book and video became flagship pieces for AXA GBS. They were warmly received by employees, leadership, and global stakeholders, and featured prominently across internal platforms and the corporate website.

More importantly, they helped renew energy around CSR — reminding people that every small action matters, and that each one is part of something much bigger.

Recognition
along the way

Best Corporate CSR Activity –

PRSI State

Awards 2025

Touchbase