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Editors' Choice

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

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. 


Senior Brand Manager : Michael Coden (Global)

Global Vice President: Rik Strubel

Global Brand Manager: Izabela Rekos

Global Brand Director: Victor Hugo Jr.

EVP: Pablo Gazzera

Chief Marketing Officer: Keith Weed

Chief Executive Officer: Paul Polman

Advertiser: AXE

Creative Agency

Production Coordinator: Veronique Beumer

Producer: Eline Bakker

Print Producer: Nili Zadok

Interactive Producer: Matt Marty

Director of Production: Stephanie Oakley

Director of Communications: Simon Summerscales

Digital Designer: Jake Catterall

Communications Strategist: Ruro Efue, Bruno Steffen

Business Affairs Manager: Selam Kehishen

Brand Manager: Henry Poynor

Brand Director: Rob Conibear (Group), Angelina Joy

Brand Coordinator: Caitlin McStravick, Maaike Baan

Strategist: Paul Chauvin

Head of Design: Richard Harrington

Executive Creative Directors: Carlo Cavallone, Stuart Harkness

Director of Strategy: Fernando Ribeiro

Designer: Patric Franz

Creative Directors: Laura Visco, Adam Koppel, Matt Heck

Copywriter: Frenkel Schonfeld

Creative Agency: 72andSunny Amsterdam

Media Agency

Media Agency: PHD/Mindshare

Music and Sound

Sound Design: Alex Nicholls- Lee

Producer: Mirjam Gevers, Estelle Papougnot

Music Supervision: Alexandra Carlsson Norlin

Music Production: Big Sync

Music Agency: AMP Amsterdam

Mix: Alex Nicholls- Lee

Audio Post Production: Wave Amsterdam


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

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

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

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

Post Production / VFX

Production Coordinator: Dave Moore

Head of Production: Anya Kruzmeta

Colourist: Matt Hare

3D Lead Artist: Tim Bolland

3D Artists: Darren Macpherson, Rudiger Kaltenhauser

2D Artists: Adrien Sevadio

Post Production House: Glassworks Amsterdam

Print / OOH

Retoucher: Loupe Imaging

Photographer: Danielle Levitt

Agent: DS Reps

Production Company

Production Manager: Davina Abrahams

Production Company: Caviar UK

Producer: Kwok Yau

Executive Producer: Sorcha Shepherd

DOP: Jallo Faber

Director: Keith Schofield

Category: Beauty/health , Health care

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