Axe "You're gold" by 72andSunny Amsterdam

Axe's new campaign targets young guys with the message that you can be your most confident self when you smell fresh all day.

The ads mix internet memes, entertainment, sports and gaming references to depict short, relatable scenarios that will introduce a new generation of young men to body spray. The campaign will run where young guys spend the most time – on Snapchat, Instagram, YouTube and Facebook – and include GIFs, Boomerangs, Cinemagraphs and digital out-of-home. 

Credits

Client
Axe
Global vice-president
Global brand director
Global senior brand manager
Global brand manager
Advertising agency
Executive creative directors
Director of design
Creative directors
Designer
Director of strategy
Strategist
Director of communications
Comms strategist
Group brand director
Brand director
Brand manager
Brand coordinators
Director of production
Film producer
Film production coordinator
Interactive/film producer
Print producer
Editor 10” & 6” films
Editor/designer social assets
Adaptations
WLT
Business affairs manager
Film production company
Director
Director of photography
Producer
Executive producer
Production manager
Editing company for 15” & 20” films
Editor
Edit assistant
Producer
Editing company for 10” & 6” films
Editor
Audio Post
Sound designer/mixer
Music supervision company
Music supervisor
Music company
Post production
Lead 3D artist
2D artist
Colourist
Head of production
Production manager
Conceptual/title design company
Head of studio
Photographer
Agent
Retouching
Media agency
PHD