The campaign, launches on October 13 and will also include TV, online and print advertising.
It will feature the red slash from Axa’s logo and the strapline “redefining standards”.
Axa group marketing director Olivier Mariée says: “Redefining standards is not just a tagline.
“It is the way we want to change our industry and build trust with our customers.
“The message and our new campaign is bold, but we want to change and we know how we want to change for the benefit of our customers.”