Fernando Ribeiro
Head of Strategy at GUT
São Paulo, Brazil
TitleYou’re Gold 3
Agency
Campaign You’re Gold
Advertiser Unilever
Brand Axe Spray
Date of First Broadcast/Publication
Business Sector Hygiene & Personal Care Products
Philosophy 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.
Media Type Digital
Length
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Brand Manager
Global Vice President
Global Brand Manager
Global Brand Director
EVP
Chief Marketing Officer (CMO)
Chief Executive Officer (CEO)
Production Coordinator
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Print Producer
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Director of Production
Director of Communications
Digital Designer
Communication Strategist
Communication Strategist
Business Affairs Manager
Brand Manager
Brand Director
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Brand Coordinator
Brand Coordinator
Strategist
Head of Design
Executive Creative Director
Executive Creative Director
Director of Strategy
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Creative Director
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Music Supervision
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Music Agency
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Colourist
3D Lead Artist
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Executive Producer
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