AXA tackles rugby stereotypes

AXA, the Official Insurer of the French Women's National Team, and Publicis Conseil have launched this witty and uplifting film championing women’s determination to play rugby, despite the cultural and societal barriers that have long stood in the way of their participation. 

The film, directed by Julien & Quentin and through Hamlet, traces the history of women's rugby as a struggle against stereotypes, both past and present. It opens in a 1970s setting: a caricatured meeting of men in suits, where absurd arguments are thrown around to prevent women from playing rugby.  

In contrast, the narrative shifts to powerful contemporary images: intense training, spectacular technical skills, demanding conditions, balancing sport with work and studies, and dealing with sexist remarks. Despite everything, the players keep moving forward, and they make their mark. 

The film also highlights support, both from women and men, as well as the passing of the torch: young girls watch, are inspired, and begin playing rugby themselves.