Agency Network: 
August 2015

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2019 Clio Juror: Ricardo Martin

A brand with baggage that always lived in the advertising world, AXE was able to convince ambivalent Millennial males to challenge what they thought about the brand, and have them believe AXE was in fact maturing and evolving into a brand that understands what it’s really like to be a man today.

AXE championed a surprisingly different point-of-view on masculinity and men embraced it. No longer would it be typecast as the body spray that gave teen guys the confidence to get the girl. Selfmaker paved the way for a multi-year content platform that would focus on dimensionalizing confidence in a more mature, contemporary, and authentic way than all other male brands–challenging convention and reinvigorating the brand.

Film advertisement created by Sid Lee, Canada for Axe, within the category: Health.

Advertising Agency: Sid Lee, Toronto, Canada
Executive Creative Director: Jeffrey Da Silva, Tom Koukodimos
Art Director: Jordan Dunlop, Andrew MacPhee
Copywriter: Ryan Chaisson, Derek Silveira
Photographer: Dale Wilcox / 3Bird Media
Account Director: Kathy Gorman
Account Manager: Nastassia Allamby
Strategist: Deven Dionisi
Agency Producer: Heather Blom, Catherine Dumas
Executive Producer: Claudia Roy
Director of Photography: Stuart Cameron
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