Poster campaign to support AXA’s sponsorship of FA Cup final

Insurance and financial services group AXA is supporting its sponsorship of this year’s FA Cup final with a poster campaign created by TBWA/London.

This will be AXA’s last FA Cup final, as it announced in March that it would not be continuing the deal, which has run for four years. The poster campaign will run from April 29 to May 4.

It features three executions, based on the idea that when the FA Cup final is being played, all other activities are abandoned. One poster shows a half-painted bus-lane sign on a road. The second depicts a disconsolate child, alone at her birthday party. The third shows a lawn, half of which has been neatly mown, before the gardener veered off to the back door to watch the football.

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