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AXE​ Shows How Confidence​ ​Makes​ ​You​ ​'Gold’

Creative 1.2k Add to collection

The campaign from 72andSunny Amsterdam encourages guys to be confident in themselves and get through the awkward moments

AXE​ Shows How Confidence​ ​Makes​ ​You​ ​'Gold’
If individuality is what makes you hot, confidence makes you pure gold. In its quest to help guys everywhere to be the best version of themselves, AXE is launching AXE Gold body spray with ‘You’re Gold’ , a new campaign targeting young guys, telling them that when you smell fresh all day, you can be your most confident self. So, whatever life throws at you, ‘You’re Gold’. 

With ‘You’re Gold’, Axe wants to introduce a new generation of young men to body spray - a mix of deodorant and fragrance - that can help them feel the most confident version of themselves. 

The campaign pays tribute to what young guys are into today - mixing internet memes, entertainment, sports and gaming references to create short scenarios that guys all over the world can relate to. 

AXE’s Global Vice President Rik Strubel 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.” 

Using short, snackable media formats ‘You’re Gold’ heroes individuality in a fun and progressive way, showing guys in situations in which being confident (and smelling good) is what makes them stand out. From embarrassing slip-and-falls in front of that special someone, to awkward moments turned into awesomeness, ‘You’re Gold’ proves that all it takes to shine is confidence. Created with partner agency 72andSunny Amsterdam, ‘You’re Gold’ speaks the language of today’s guys, in the places they spend the most time - Snapchat, Instagram, YouTube and Facebook. With contextualization at its heart, ‘You’re Gold’ heroes short and pithy content built for the the formats our guys like and watch. The campaign includes 20’ films, as well as 15’, 10’ and 6’ cutdowns, Gifs, Boomerangs, Cinemagraphs, and DOOH that land the ‘You’re Gold’ point of view. 

“‘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,’ says Creative Director Laura Visco and Adam Koppel. 

The campaign will launch globally this spring and will be supported by local activations throughout the summer. 

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Audio Post Production: Wave Amsterdam

Mix: Alex Nicholls- Lee

Music Agency: AMP Amsterdam

Music Production: Big Sync

Music Supervision: Alexandra Carlsson Norlin

Producer: Mirjam Gevers, Estelle Papougnot

Sound Design: Alex Nicholls- Lee


Edit Assistant: Nicole Stewart (15” & 20” films)

Edit Company: Whitehouse Post (15” & 20” films), Hecho Amsterdam (10” & 6” films)

Editor: Patric Ryan (15” & 20” films), Laen Sanches (10” & 6” films)

Producer: Chris Allen (15” & 20” films)

Post Production / VFX

Post Production Company: Glassworks Amsterdam

3D Artists: Darren Macpherson, Rudiger Kaltenhauser

3D Lead Artist: Tim Bolland

Colourist: Matt Hare

Head of Production: Anya Kruzmeta

Production Coordinator: Dave Moore

Production Company

Director: Keith Schofield

DOP: Jallo Faber

Executive Producer: Sorcha Shepherd

Producer: Kwok Yau

Production Company: Caviar UK

Production Manager: Davina Abrahams

Print / OOH

Agent: DS Reps

Photographer: Danielle Levitt

Retoucher: Loupe Imaging

Media Agency

Media Agency: PHD/Mindshare


Advertiser: AXE

Chief Marketing Officer: Keith Weed

EVP: Pablo Gazzera

Global Brand Director: Victor Hugo Jr.

Global Brand Manager: Izabela Rekos

Global Vice President: Rik Strubel

CEO: Paul Polman

Creative Agency

Creative Agency: 72andSunny Amsterdam

Copywriter: Frenkel Schonfeld

Designer: Patric Franz

Director of Strategy: Fernando Ribeiro

Executive Creative Directors: Carlo Cavallone, Stuart Harkness

Head of Design: Richard Harrington

Strategist: Paul Chauvin

Brand Director: Rob Conibear (Group), Angelina Joy

Brand Manager: Henry Poynor

Business Affairs Manager: Selam Kehishen

Communications Strategist: Ruro Efue, Bruno Steffen

Digital Designer: Jake Catterall

Director of Communications: Simon Summerscales

Director of Production: Stephanie Oakley

Interactive Producer: Matt Marty

Print Producer: Nili Zadok

Producer: Eline Bakker

Brand Coordinator: Caitlin McStravick, Maaike Baan

Genres: Comedy, Visual VFX, People, Action, Storytelling

Categories: Health care, Beauty & Health

72andSunny Amsterdam, Mon, 08 Jan 2018 16:33:42 GMT