|标题||You’re Gold 1|
|哲学|| 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.
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.
The campaign will launch globally this spring and will be supported by local activations throughout the summer.
|Edit Company||Whitehouse Post|
|Brand Manager||Michael Coden|
|Global Vice President||Rik Strubel|
|Global Brand Manager||Izabela Rekos|
|Global Brand Director||Victor Hugo Jr.|
|Chief Marketing Officer (CMO)||Keith Weed|
|Chief Executive Officer (CEO)||Paul Polman|
|Production Coordinator||Veronique Beumer|
|Print Producer||Nili Zadok|
|Interactive Producer||Matt Marty|
|Director of Production||Stephanie Oakley|
|Director of Communications||Simon Summerscales|
|Digital Designer||Jake Catterall|
|Communication Strategist||Ruro Efue|
|Communication Strategist||Bruno Steffen|
|Business Affairs Manager||Selam Kehishen|
|Brand Manager||Henry Poynor|
|Brand Director||Rob Conibear|
|Brand Director||Angelina Joy|
|Brand Coordinator||Caitlin McStravick|
|Brand Coordinator||Maaike Baan|
|Head of Design||Richard Harrington|
|Director of Strategy||Fernando Ribeiro|
|Sound Design||Alex Nicholls-Lee|
|Music Supervision||Alexandra Carlsson Norlin|
|Music Production||Big Sync|
|Music Agency||Amp Amsterdam|
|Producer||Chris Allen (15” & 20” films)|
|剪辑师||Patric Ryan (15” & 20” films)|
|剪辑师||Laen Sanches (10” & 6” films)|
|Edit Company||Hecho Amsterdam (10” & 6” films)|
|Edit Assistant||Nicole Stewart (15” & 20” films)|
|Production Coordinator||Dave Moore|
|Head of Production||Anya Kruzmeta|
|3D Lead Artist||Tim Bolland|
|3D Artist||Darren Macpherson|
|3D Artist||Rudiger Kaltenhauser|
|2D Artist||Adrien Sevadio|
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