Axe Asks, Is It OK for Guys to Wear Pink or Be a Virgin?

Yes, to All of the Above, According to the Unilever Brand

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A new initiative from Axe and 72andSunny sets out to dismantle the stereotypes that prevent guys from just being themselves -- even if they're virgins, interested in wearing makeup or curious about experimenting with other dudes.

The "Find Your Magic Initiative" includes a spot titled "Is it OK for guys to?" which asks that question as it pertains to topics including same-sex relationships, depression, fear, spooning, selfies and more. The ad implies that the answer is yes, to all of the above. Real search questions, from real guys, inspired the film.

The initiative builds off the "Find Your Magic" campaign that debuted in January of last year, which set out to promote a broader, more inclusive portrait of masculinity with quick-cut scenes of young men from all walks of life: brainiacs, dancers, high-heels wearers, the wheelchair-bound and more.

In asking "Is it OK for guys to?" Axe is hoping to battle what global brand VP Rik Strubel calls "toxic masculinity."

The Unilever brand doesn't have the answers literally just yet, but is developing content it hopes ultimately will rise to the top of search results when guys ask, said Carlo Cavallone, executive creative director of 72andSunny. Of course, some would accuse Axe of fostering the toxicity with years of girl-chases-guy humor. But Strubel says surveys find brand perception scores are rising amid Axe's evolved "Find Your Magic" view of masculinity the past year, and so are sales.

As part of the new effort, Axe will also be partnering with influencers to talk about topics featured in the brand film. It also teamed with various non-profits to drive awareness and research how masculine stereotypes prevent guys from becoming their most "authentic selves" and is working with anti-bullying organization "Ditch the Label" to create a platform that supports guys struggling with "toxic masculinity" according to a brand statement.

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About

Credits
Date
May 17, 2017
Agency:
72andSunny Amsterdam
Client:
Axe
Executive Vice President:
Pablo Gazzera
Chief Marketing & Communications Officer:
Keith Weed
Global Vice President:
Rik Strubel
Global Brand Manager:
Claire McHardy
Executive Creative Director:
Carlo Cavallone
Executive Creative Director:
Stuart Harkness
Creative Director:
Laura Visco
Creative Director:
Matt Heck
Creative:
Georgianna Gregori
Writer:
Jorgen Sibbern
Director of Strategy:
Stephanie Feeney
Strategy Director:
Danny Feeney
Strategist:
Paul Chauvin
Comms Strategist:
Ruro Efue
Data Strategist:
Emil Gynne Kotan
Director of Communication:
Simon Summerscales
Group Brand Director:
Rob Conibear
Brand Manager:
Henry Poynor
Brand Coordinator:
Maaike Baan
Director of Production:
Stephanie Oakley
Film Producer:
Matt Marty
Senior Business Affairs Manager:
Sabina Gorini
Production Company:
Caviar
Director:
Thomas Ralph
Director of Photography:
Joseph Guy
Producer:
Scott O'Donnell
Production Manager:
Charlie Lodder
Editing Company:
Stitch London
Editor:
Paul O'Reilly
Audio Post:
Wave Amsterdam
Sound Designer/ Mixer:
Ed Downham
Sound Designer/ Mixer:
Alex Nicholls- Lee
Music Company:
Pitch & Sink
Post Production:
MPC Amsterdam
VFX Supervisor:
Gwenn Hardouin
Colorist:
George K
Flame Artist:
Ricky Weissman

See more credits

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