AXE Celebrates “f@#k it” Moments Of Canadian Selfmakers

August 18, 2015


AXE - Self MakerAre 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:

https://youtu.be/sfJBhVZrdCs?list=PLi60fdqJVJIauBulP116Ece62ZTa-xYpC

“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

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Dave Forde


Dave “The Connector” Forde has been involved in the marketing, public relations and technology industry across Canada for over 15 years in various sales and marketing roles, he launched The Connected One network of business sites which connects buyers to the right sellers. Profectio and PR In Canada covers news about the marketing and public relations industry each day helping professionals advance their career and businesses.
He also serves as an advisor to a number of businesses across the country. Find Dave on LinkedIn and Twitter.

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