Publicis Conseil triumphs with AXA’s ‘Three Words,’ taking Grand LIA at LIA 2025’s Non-Traditional category

LAS VEGAS, USA – After spirited discussions at the 2025 London International Awards, Non-Traditional Jury President Marco Venturelli, Global CEO/CCO of Leo, CEO/CCO of Publicis Conseil and CCO of Publicis Groupe France is proud to award this year’s Grand LIA to Publicis Conseil‘s “Three Words,” created for AXA.

The Non-Traditional category honors ideas so fresh and pure they can’t be labeled conventionally: boundary-breaking, category-defying work that pushes the industry forward. This year, the jury celebrated the best of the best with a Grand LIA, seven Gold, 14 Silver and 13 Bronze Statues, plus 16 Finalists. 

Grand LIA: ‘Three Words’ by AXA, Publicis Conseil

Insurance company AXA has worked with Publicis Conseil to change its insurance policies across France in order to recognize domestic violence as a risk and help women and children who are its victims. The initiative, supported by a large scale national advertising campaign, will provide emergency relocation support for domestic violence for the first time.

Asian powerhouse

Ogilvy Singapore’s Cannes Lions-winning campaign for Vaseline/Uneliver, “Vaseline Verified” took home a Gold in the Use of Social Media subcategory.

Meanwhile, Riyadh’s BigTime Creative Shop scooped another set of Silver and Bronze for their campaign, “4th Judge,” for The Ring on the Creative Use of Data and Sports subcategories, respectively.

Japan’s HERALBONY also took home a Silver on the Corporate Purpose/Social Responsibility subcategory.

adobo magazine is an official media partner of LIA 2025.

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