Axe / Lynx
Is it ok for guys?
CD @ 72&Sunny, Amsterdam
Research into online search behavior revealed a trend of men questioning what it means to be a man, with queries like “Is it ok for guys to cry?”, “Is it ok for guys to like cats?”, and “Is it ok for guys to do yoga?” Influencers created authentic video responses to these top searches, helping Unilever launch Axe/Lynx’s first purpose-led social mission.
Fun Fact: The campaign generated 1.3 billion impressions in just 3 months.
Fun Fact: The campaign generated 1.3 billion impressions in just 3 months.
Campaign overview above. Launch film below.
We also created contextual pre-rolls that linked directly to helpful video answers.
Example of one of the charming answers from music legend Wiley.