The campaign from 72andSunny Amsterdam encourages guys to be confident in themselves and get through the awkward moments
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.
Chief Marketing Officer:
Global Brand Manager:
Global Vice President:
Global Brand Director:
Victor Hugo Jr.
Caitlin McStravick, Maaike Baan
Director of Communications:
Director of Strategy:
Ruro Efue, Bruno Steffen
Business Affairs Manager:
Director of Production:
Rob Conibear (Group), Angelina Joy
Head of Design:
Executive Creative Directors:
Carlo Cavallone, Stuart Harkness
Whitehouse Post (15” & 20” films), Hecho Amsterdam (10” & 6” films)
Patric Ryan (15” & 20” films), Laen Sanches (10” & 6” films)
Nicole Stewart (15” & 20” films)
Chris Allen (15” & 20” films)
Post Production / VFX
Post Production Company:
Head of Production:
3D Lead Artist:
Darren Macpherson, Rudiger Kaltenhauser
Alexandra Carlsson Norlin
Audio Post Production:
Alex Nicholls- Lee
Mirjam Gevers, Estelle Papougnot
Alex Nicholls- Lee
Print / OOH