Fashion Icon Shaun Ross Wants You to #FindYourMagic in New Axe Campaign
Following the launch of their radical new positioning and global ‘Find Your Magic’ campaign, male grooming leaders Axe are proud to announce their partnership with fashion icon and social activist Shaun Ross.
Shaun will first feature in Axe’s Daily Fragrance campaign created with partners 72andSunny Amsterdam. The campaign marries Shaun’s contrasting appeal against expected attractiveness codes, within his day to day life, launching in Europe, Australia, and New Zealand.
“We’re very proud to be working with Shaun. His progressive thinking and celebration of individuality truly embodies the spirit of Find Your Magic. Shaun’s courageous attitude and achievements prove that guys are the best, most successful versions of themselves when they find and embrace what makes them unique,” comments Rik Strubel, Axe Global Vice President.
While Shaun is known for his modelling work and appearances in Beyoncé and Lana del Rey music videos, it’s his optimism, determination and passion to celebrate each individual’s uniqueness that makes him the perfect ambassador and partner for Axe and ‘Find You Magic’.
In 2012 he developed the ‘In My Skin I Win’ movement. His mission - to smash stereotypes and reshape the way we as individuals think about ourselves and beauty personally.
“I’m very excited to partner with Axe. We want to encourage guys to experiment and push the boundaries of attraction, so they can be their hottest selves, and get the girl or the boy, and of course the very best out of life,” says Shaun Ross.
“From the very beginning we knew that we were searching for more than just a model for this partnership, we were looking for a role model. Someone with depth, who can inspire the men we’re talking to. And that is what we found with Shaun. His work and personality are refreshing for this brand and for the world we live in,” says Carlo Cavallone, Executive Creative Director of 72andSunny Amsterdam.
On a global industry level Unilever, manufacturer of brands like AXE, Dove, Knorr and Persil in their portfolio, publically announced the #Unstereotype movement at the Cannes Lions festival. #Unstereotype is a global ambition for all of its brands and the industry at large, to advance advertising away from unhelpful stereotypical portrayals of gender to deliver progressive, insightful creativity that is more relevant to today’s consumer.
The company is urging marketers globally to be aware of the outdated stereotypes of gender that advertising still propagates, highlighting the fact that progressive portrayals are not only be better for society, but better for brands and their business.
Creative Agency: 72andSunny Amsterdam
Category: Beauty/health , Deodorant