Company: AXA Equitable
Entry Submitted By: AXA Equitable Production Group
Company Description: In business since 1859, AXA Equitable Life Insurance Company (formerly The Equitable Life Assurance Society of the United States), headquartered in New York, NY, is a leading financial protection company and a premier provider of life insurance, annuities and related financial services. AXA Equitable’s assets under management totaled $546.5 billion as of June 30, 2011.
Nomination Category: Video and Film Awards Categories
Nomination Sub Category: Sales: Other

Nomination Title: Love, Loss and a Life Insurance Legacy

The date on which this nominated production was first distributed or otherwise made public: May 21, 2012

Briefly describe this entry’s communications objectives and how it met those objectives (up to 125 words):

The video's communication objective is to encourage the audience to think about life insurance in new ways by telling personal stories. In this story, parents purchased a policy on their daughter who was a single mother with two children.  It was a vehicle to protect their own retirement in case they would become responsible for their grandchildren.

Unfortunately, that is what happened, but because of the life insurance policy, the two grandchildren can go to college if they wish and the grandparents' retirement will not be affected by their great personal loss.

The use of the personal story, reinforced with still images and scenes of Mankato Minnesota, serve to inspire the viewer to think of life insurance in a new way.

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Client: AXA Equitable
Executive Producer: Cora Hall
Director/Producer: Stan Mendoza
Production Company: AXA Equitable Production Group