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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. 

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Advertiser: AXE

Chief Marketing Officer: Keith Weed

EVP: Pablo Gazzera

Global Brand Manager: Izabela Rekos

CEO: Paul Polman

Global Vice President: Rik Strubel

Global Brand Director: Victor Hugo Jr.

Creative Agency

Creative Agency: 72andSunny Amsterdam

Copywriter: Frenkel Schonfeld

Strategist: Paul Chauvin

Producer: Eline Bakker

Interactive Producer: Matt Marty

Brand Coordinator: Caitlin McStravick, Maaike Baan

Director of Communications: Simon Summerscales

Director of Strategy: Fernando Ribeiro

Communications Strategist: Ruro Efue, Bruno Steffen

Business Affairs Manager: Selam Kehishen

Director of Production: Stephanie Oakley

Brand Director: Rob Conibear (Group), Angelina Joy

Brand Manager: Henry Poynor

Head of Design: Richard Harrington

Digital Designer: Jake Catterall

Print Producer: Nili Zadok

Executive Creative Directors: Carlo Cavallone, Stuart Harkness

Designer: Patric Franz

Media Agency

Media Agency: PHD/Mindshare

Production Company

Production Company: Caviar UK

Executive Producer: Sorcha Shepherd

Director: Keith Schofield

DOP: Jallo Faber

Producer: Kwok Yau

Production Manager: Davina Abrahams


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

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

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

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

Post Production / VFX

Post Production Company: Glassworks Amsterdam

Colourist: Matt Hare

Head of Production: Anya Kruzmeta

Production Coordinator: Dave Moore

3D Lead Artist: Tim Bolland

3D Artists: Darren Macpherson, Rudiger Kaltenhauser


Music Supervision: Alexandra Carlsson Norlin

Audio Post Production: Wave Amsterdam

Mix: Alex Nicholls- Lee

Music Agency: AMP Amsterdam

Music Production: Big Sync

Producer: Mirjam Gevers, Estelle Papougnot

Sound Design: Alex Nicholls- Lee

Print / OOH

Retoucher: Loupe Imaging

Agent: DS Reps

Photographer: Danielle Levitt

Category: Beauty/health , Health care

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