“Three Words” by AXA and “Miniature Warmland” by Deutsche Telekom have jointly won the Epica 2025 Responsibility Grand Prix.
For the eighth consecutive year, the Epica Awards have partnered with ACT Responsible to spotlight creative work that addresses the most pressing challenges of our time. The Responsibility Grand Prix was awarded by a jury of fifteen journalists from ten countries, chaired by Claire Bridges, founder of Now Go Create.
This year’s Grand Prix honors two very different yet equally powerful approaches to purpose-driven communication.
Changing Reality with Three Words
AXA’s campaign “Three Words” created Publicis Conseil, demonstrates how a small change can have life-changing consequences. By adding the words “and domestic violence” to its home insurance policies, AXA formally recognized domestic abuse as a risk requiring protection. This shift enables victims to access immediate support services, including emergency relocation, legal assistance and psychological help—transforming insurance from a promise into a practical lifeline.
Making Climate Change Impossible to Ignore
Deutsche Telekom’s “Miniature Warmland” by Grabarz & Partner tackles another urgent issue: climate change. Using the world-famous Miniatur Wunderland exhibition, the campaign visualizes the effects of global warming on familiar landscapes and cities. By presenting future climate scenarios in miniature form, the initiative makes an often abstract topic tangible, emotional and impossible to ignore.
Celebrating Purpose-Driven Advertising
Together, the two campaigns illustrate the expanding role of brands in shaping society, not only by raising awareness, but by actively driving change.
As Mark Tungate, Editorial Director of the Epica Awards, explains:
By honoring “Three Words” and “Miniature Warmland,” the Epica Responsibility Grand Prix reaffirms the power of creativity to influence policy, shift perceptions and contribute meaningfully to positive social change.
That sense of momentum is echoed by Isa Kurata, Co-founder of ACT Responsible, who sees a clear evolution in brand commitment:
