Axe Spray - "You’re Gold 1"

72andSunny

72andSunny Amsterdam, Pays-Bas

31446

Marque: Axe Spray
Pays: Pays-Bas

Annonceur: Unilever

Titre	You’re Gold 1
Agence	72andSunny
Campagne	You’re Gold
Annonceur	Unilever
Marque	Axe Spray
Date de première diffusion/publication	2018 / 1
Secteur d'activité	Hygiène, soins & parapharmacie
Philosophie	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.
Type de média	Digital
Longueur	15 seconds
Edit Company	Whitehouse Post
Brand Manager	Michael Coden
Global Vice President	Rik Strubel
Global Brand Manager	Izabela Rekos
Global Brand Director	Victor Hugo Jr.
EVP	Pablo Gazzera
Chief Marketing Officer (CMO)	Keith Weed
PDG	Paul Polman
Coordinateur de production	Veronique Beumer
Producer	Eline Bakker
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
Strategist	Paul Chauvin
Head of Design	Richard Harrington
Directeur de la création	Carlo Cavallone
Directeur de la création	Stuart Harkness
Directeur des stratégies	Fernando Ribeiro
Designer	Patric Franz
Directeur de création	Laura Visco
Directeur de création	Adam Koppel
Directeur de création	Matt Heck
Concepteur / rédacteur	Frenkel Schönfeld
Agence Média	PHD/Mindshare
Sound Design	Alex Nicholls-Lee
Producer	Mirjam Gevers
Producer	Estelle Papougnot
Music Supervision	Alexandra Carlsson Norlin
Music Production	Big Sync Music
Music Agency	Amp Amsterdam
Mix	Alex Nicholls-Lee
Post-Production audio	Wave Amsterdam
Producer	Chris Allen (15” & 20” films)
Monteur	Patric Ryan (15” & 20” films)
Monteur	Laen Sanches (10” & 6” films)
Edit Company	Hecho Amsterdam (10” & 6” films)
Edit Assistant	Nicole Stewart (15” & 20” films)
Coordinateur de production	Dave Moore
Responsable de la production	Anya Kruzmeta
Colourist	Matt Hare
3D Lead Artist	Tim Bolland
3D Artist	Darren Macpherson
3D Artist	Rudiger Kaltenhauser
2D Artist	Adrien Sevadio
Post production	Glassworks Amsterdam
Retouche	Loupe Imaging
Photographe	Danielle Levitt
Agent	DS Reps
Directeur de la production	Davina Abrahams
Maison de production	Caviar UK
Producer	Kwok Yau
Producteur exécutif	Sorcha Shepherd
Directeur de la photo	Jallo Faber
Réalisateur	Keith Schofield