AXE FIND YOUR MAGIC

Pitching for the global launch of Axe’s new grooming range, we discovered that both men and women had outgrown the old idea of masculinity, outgrowing the brand in the process.

The ideal man is gone. Connection is bigger than conquest. Man is whatever you want it to be. It was time to re-invent Axe, and bring it back to the forefront of culture.

So we told a simple truth (actually, a scientific fact): the most attractive man you can be is yourself. So find what makes you, you and work on it.

We launched it on the most testosterone-infused event on Earth, the 50th Super Bowl. Both the New York Times and the Washington Post picked it among the best of that year, and the campaign provoked a massive debate on masculinity. A conversation lead by women for the first time in the brand’s history.

In three months, the campaign tripled both the positive sentiment towards the brand and the purchasing intention.

After one of the most successful organic launches to date (according to Google and Facebook), we helped guys find their magic on Google, optimizing the search engine to serve 90 Instagroom films (great pun - not mine btw) to answer the top grooming questions guys ask.

Agency: 72andSunny / Amsterdam
Role: Creative Director / Lead Writer
Director: François Rousselet
Music: Supergrass