Are you a risk taker? What does it take actually for someone to leave the safe, comfortable route behind, to take a leap of faith and forge a new path to follow their dreams?
In their latest campaign, AXE is looking to help answer that question in the form of three unique video stories of young Canadian men who bet on themselves and had the willingness to forge their own path to make their dreams a reality. The campaign kicks off today with the release of a manifesto video that defines the Selfmaker archetype – a guy who doesn’t just climb the ladder, but who has the confidence to build his own:
“AXE has always been rooted in confidence – helping guys feel their finest, so they are able to make things happen,” says Jessica Grigoriou, Marketing Director of Hair Care and Deodorants at Unilever Canada. “Through authentic, relatable stories the AXE Selfmaker series is about inspiring Canadian guys to succeed on their own terms.”
A series of videos profiles the unique Selfmaker stories of three individuals who had the grit and determination to get where they are today have launched in conjunction with the manifesto video. The videos highlight crucial moments when the Selfmaker decided to say ‘f@#k it’ and go for it.
Agencies Behind AXE Selfmaker Campaign:
Creative: Sid Lee
Video Production: 3Bird Media
Media Buying: Mindshare
Influencer Relations & Public Relations: Harbinger