AXE Stands with and Celebrates Friends of the LGBTQIA+ Communities in #AlwaysProud Campaign

Creative 283 Add to collection
Together with MullenLowe London and MullenLowe U.S., AXE celebrates and supports the LGBTQIA+ community even though the usual Pride Marches aren’t happening
AXE Stands with and Celebrates Friends of the LGBTQIA+ Communities in #AlwaysProud Campaign
The world’s a little weird at the moment. And whilst AXE - known in the UK as Lynx - can’t be there in person, it’s never been more important to still stand together. Because fighting for equal rights is not cancelled. Transgender representation is not cancelled. Love is not cancelled.


Showing up may look a little different this year, so AXE and MullenLowe London got creative, working with LGBTQIA+ photographer Laura Pannack to celebrate love in a way that’s safe in these new times. The fierce outfits the team had ready may need to wait, but today, and every day, AXE stands with and celebrates friends of the LGBTQIA+ communities.


Pride is about amplifying LGBTQIA+ voices, and over in the US, AXE and MullenLowe U.S. brought the T in LGBTQIA+ to the front. AXE sat down with Aydian Dowling and Brax Fleming to talk about their coming out experience.


From making themselves vulnerable by sharing their true selves with family and friends, to trying out a new name at Starbucks, to joking around about ideas for dates (no scary movies!), Aydian and Brax round out Pride Month with stories that are inspiring and relatable. Both campaigns demonstrate AXE’s ongoing support of the fight for equal representation and rights of LGBTQIA+ people and shows how they are celebrating and supporting the LGBTQIA+ community even though the usual Pride marches aren’t happening.


Once again, AXE is releasing their annual limited-edition Unity ‘Love is Love’ body spray and shower gel, rolling out the product in 10+ markets, celebrating attraction for all. Celebrate Pride by sharing a picture with the hashtag #alwaysproud.

Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Categories: Deodorant, Beauty & Health

MullenLowe Group UK, 1 month ago