AXE: Find Your Magic
A fresh phase for AXE begins as 72andSunny Amsterdam unveils its first global work for the cosmetics giant.
Credits
powered by
- Agency 72andSunny Amsterdam
- Production Company Division Paris
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Credits
powered by
- Agency 72andSunny Amsterdam
- Production Company Division Paris
- Editing Company Cut + Run/London
- Post Production Mathematic
- Editor Amanda James
- Director of Photography Nicolas Loir
- Agency Producer Peter Montgomery
- Executive Creative Director Stuart Harkness
- Executive Creative Director Carlo Cavallone
- Executive Producer Jules de Chateleux
- Managing Director Nic Owen
- Head of Production Stephanie Oakley
- Director Francois Rousselet
- Producer Aurelie Bruneau
- Creative Director Emiliano Trierveiler
- Creative Director Laura Visco
- Post Producer Guillaume Marien
- Colourist Simon Bourne
- Sound Designer Sam Ashwell
- Sound Designer Mark Hellaby
- Director of Strategy
Credits
powered by
- Agency 72andSunny Amsterdam
- Production Company Division Paris
- Editing Company Cut + Run/London
- Post Production Mathematic
- Editor Amanda James
- Director of Photography Nicolas Loir
- Agency Producer Peter Montgomery
- Executive Creative Director Stuart Harkness
- Executive Creative Director Carlo Cavallone
- Executive Producer Jules de Chateleux
- Managing Director Nic Owen
- Head of Production Stephanie Oakley
- Director Francois Rousselet
- Producer Aurelie Bruneau
- Creative Director Emiliano Trierveiler
- Creative Director Laura Visco
- Post Producer Guillaume Marien
- Colourist Simon Bourne
- Sound Designer Sam Ashwell
- Sound Designer Mark Hellaby
- Director of Strategy
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In January 2015, 72andSunny Amsterdam was named as the new agency of record for cosmetics giant AXE, taking over from the good work BBH London had overseen for the brand.
A year on and the new partnership is ready to unveil its research and findings about the client and its evolving nature in the form of a new campaign aimed at the modern man.
Moving away from the 'wear Axe and get the girl' concept, the new work is much more thoughtful and looks into the idea of attraction on a deeper level, championing the individual and everything that makes them who they are.
A lead 60-second film, shot by Division Paris' Francois Rousselet, breaks today in the US and presents a collection of stories urging male consumers to 'Find Your Magic' through being true and comfortable in their own skin.
The work marks a fresh phase for the client and sees a new batch of products - including hair, body and fragrances - launch alongside the media, which also includes Instagram tutorials, called Instagrooms (below), and OOH ads.
Read more about the campaign in this interview with the agency.
Connections
powered by
- Agency 72andSunny Amsterdam
- Editing Company Cut+Run London
- Post Production Mathematic
- Production Division Paris
- Agency Producer Peter Montgomery
- Creative Director Laura Visco
- Creative Director Emiliano Trierveiler
- Director François Rousselet
- Director of Strategy Stephanie Feeney
- Editor Amanda James
- Executive Creative Director Carlo Cavallone
- Executive Creative Director Stuart Harkness
- Executive Producer Jules de Chateleux
- Head of Production Stephanie Oakley
- Managing Director Nic Owen
- Post Producer Guillaume Marien
- Producer Aurelie Bruneau
- Sound Designer Sam Ashwell
- Sound Designer Mark Hellaby
Unlock this information and more with a Source membership.
