Axe / Lynx

Is it ok for guys?

CD @ 72&Sunny, Amsterdam
Online search behaviour research uncovered a trend of guys trying to figure out what it means to be a man, with search terms like ‘Is it ok for guys to cry? ‘Is it ok for guys to be skinny? To like cats? To do yoga?’ etc. We partnered with influencers to create genuine video responses to these top ranking querries; helping Axe launch their first ever social mission for a worthwhile cause.

Fun Fact: The campaign generated 1.3 billion impressions.

Campaign overview above. Launch film below.

We also created contextual film pre-rolls, that linked directly to video answers. 

Example of one of the answers — Wiley.

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