Axe - "Bathsculinity"

72andSunny

72andSunny Amsterdam, Netherlands

2133

Title	Bathsculinity
Agency	72andSunny
Campaign	Bathsculinity
Advertiser	Unilever
Brand	Axe
Date of First Broadcast/Publication	2019 / 4
Business Sector	Hygiene & Personal Care Products
Story	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.
Philosophy	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 At a time when young men are constantly living up to outdated expectations of what it means to be a man, AXE wants to inspire young men to be whoever they want to be – and to have fun doing it.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.
Media Type	Digital
Length	15 seconds
AXE Vice President	Rik Strubel
AXE Brand Director	Caroline Gregory
AXE Brand Manager	Chiara Grillo
Creative Agency	72andSunny
Director	Jeff Tomsic
Production Company	Go Films
Sound Design Company	Ambassadors and Stainless Sound