Axe Continues Shift From sex-Sells merchandising With #Selfmaker career-focused Video marketing campaign
The Unilever brand’s advertising grows up, celebrating males’s self assurance in trade because it has in the past extolled their self assurance with women.
Eschewing its frat-boy origins and recognizing that males take skilled success very significantly, Axe has launched a Canada-centric on-line video marketing campaign which highlights three #Selfmaker men who have chosen to abandon traditional paths to success and forge their very own.
The three men highlighted within the video sequence are former banker Charles Bierbrier, who launched a brewery; accountant Tomas Romita, who decided he’d quite begin a garb brand; and DJs Tom Wrecks and Pat Drastik, who formed Thugli.
In each and every video, created through Sid Lee, the men recount their discontent with their paths in life and the way they reached their self-described “f*** it” point and decided to make a change.
An anthem video combines all three for an over-arching brand story:
along with YouTube, the movies and different marketing campaign imagery are housed on a Tumblr website online.
Of the campaign’s shift away from the silliness of women chasing boys who wear Axe to a direction which celebrates confidence and self-made success, Axe Canada advertising and marketing Director Jessica Grigoriou instructed technique’s Josh Kolm in an interview:
“We’ve all the time been a model rooted in self assurance, however we are evolving as guys are evolving. we are eager about guys’ full life mentality, and that includes issues past simply getting the woman. we all know that appeals to a large demographic of fellows, so this marketing campaign will likely be aspirational for a youthful demographic that is starting to consider what their very own direction may appear to be, or maybe a guy who has already started down that course and has the confidence to follow what he is keen about.”
Axe Canada and the self-made men are selling the video collection on Twitter and fb:
the emblem, working with Harbinger, is giving the marketing campaign legs with an influencer outreach software. along with that, Mindshare is managing a paid media software.
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(Some images used beneath license from Shutterstock.com.)
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