While AXA’s CEO, Thomas Buberl, was receptive to the idea from the beginning, it was a 16-month process that was “very difficult” to launch, according to Marco Venturelli, CEO and CCO of Publicis Conseil and president and global CCO of Leo.

Making the change, though it “sounds simple,” was complex to execute because it entailed overhauling fundamentals of insurance policies, said Venturelli. For example, AXA had to ensure that a woman can get help even if her name isn’t on the insurance contract, and she doesn’t have to provide proof of the problem.

Publicis Conseil entered a beta test of “Three Words” at Cannes Lions last year and won gold in Innovation. That win emboldened the AXA client to make it official, said Venturelli.

“Three Words” launched in April this year and is now being rolled out in Italy. AXA is also considering implementing the change in the U.K., Ireland, Spain, and Japan, Bousquet said. 

“It’s changing a category and pushes competition to do the same,” Venturelli said. “It’s part of the DNA of what insurance should do–protecting people.

Watch all the Cannes Grand Prix winners here.