| Titre | Bathsculinity |
| Agence | 72andSunny |
| Campagne | Bathsculinity |
| Annonceur | Unilever |
| Marque | Axe |
| Date de première diffusion/publication | 2019 / 4 |
| Secteur d'activité | Hygiène, soins & parapharmacie |
| Synopsis | The US campaign launched with a series of 15-second films starring actor and comedian Lil’ Rel Howery who introduces the concept of Bathsculinity, an attitude for the modern man who is confident being himself – and happy with it – inside and outside of the tub. |
| Philosophie | In the bathroom, guys are confident being themselves. At a time when young men are constantly living up to outdated expectations of what it means to be a man, AXE wants to inspire young men to be whoever they want to be – and to have fun doing it. In the films, Lil’ Rel Howery delivers the message direct from the tub, whilst a range of additional influencers also explore their very own ‘Bathsculine’ side in a series of social content. |
| Type de média | Digital |
| Longueur | |
| AXE Vice President | Rik Strubel |
| AXE Brand Director | Caroline Gregory |
| AXE Brand Manager | Chiara Grillo |
| Agence créative | 72andSunny |
| Director | Jeff Tomsic |
| Maison de production | Go Films |
| Sociéte de création sonore | Ambassadors and Stainless Sound |
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