Caviar UK
Production Company at Big Sync
标题You’re Gold 1
广告公司
广告战役 You’re Gold
广告主 Unilever
品牌 Axe Spray
首次发布日期
行业领域 卫生及个人护理产品
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.
媒体类别 互动
长度
Edit Company
Brand Manager
Global Vice President
Global Brand Manager
Global Brand Director
EVP
Chief Marketing Officer (CMO)
Chief Executive Officer (CEO)
Production Coordinator
Producer
Print Producer
Interactive Producer
Director of Production
Director of Communications
Digital Designer
Communication Strategist
Communication Strategist
Business Affairs Manager
Brand Manager
Brand Director
Brand Director
Brand Coordinator
Brand Coordinator
Strategist
Head of Design
执行创意总监
执行创意总监
Director of Strategy
Designer
创意总监
创意总监
创意总监
文案
媒介公司
Sound Design
Producer
Producer
Music Supervision
Music Production
Music Agency
Mix
音频后期制作
Producer
剪辑师
剪辑师
Edit Company
Edit Assistant
Production Coordinator
Head of Production
Colourist
3D Lead Artist
3D Artist
3D Artist
2D Artist
后期制作
Retoucher
摄影师
Agent
制作经理
制作公司
Producer
执行制片
摄影指导
导演

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