Axe has rolled out a campaign for its Gold body spray that has been conceptualised by 72andSunny Amsterdam. The campaign will be released globally in March according to a statement from the agency.
Using short media formats, the films target Axe's youth male audience. They look to push home the message that when one smells fresh all day, he can be at his most confident self and be 'Gold' even during awkward situations.
Rik Strubel, global vice president, Axe said, “Today's generation doesn't know what body spray can do - last time we spoke about its benefits ‘stay fresh, smell great’ was before most of them were even born. But for guys of all generations, confidence matters. How you feel and smell plays a big part in how you act, especially when things get tense.”
Laura Visco and Adam Koppel, creative directors, 72andSunny Amsterdam, said, "'You’re Gold’ is a way of looking at life. It’s about empowering young boys to feel confident, encouraging them to face adversity with attitude”. “Every guy has that social moment that has disaster written all over it. We want guys to know they have what they need to not just get past those moments, but succeed."
CEO: Paul Polman
CMO: Keith Weed
EVP: Axe Pablo Gazzera
Global VP: Axe Rik Strubel
Global brand director: Victor Hugo Jr.
Global senior brand manager: Michael Coden
Global brand manager: Izabela Rekos
Creative agency: 72andSunny Amsterdam
ECDs: Carlo Cavallone and Stuart Harkness
Director of design: Richard Harrington
Creative directors: Laura Visco, Adam Koppel and Matt Heck
Designer: Patric Franz
Writer: Frenkel Schonfeld
Director of strategy: Fernando Ribeiro
Strategist: Paul Chauvin
Director of communications: Simon Summerscales
Comms strategists: Ruro Efue and Bruno Steffen
Group brand director: Rob Conibear
Brand director: Angelina Joy
Brand manager: Henry Poynor
Director of production: Stephanie Oakley
Film producer: Eline Bakker
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