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72andSunny redefine what it means to be a 'Modern Male'

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Hands up male Creativepoolrs, who amongst you didn't receive a Lynx gift pack this Christmas from an acquaintance and/or elder family member? I'd imagine precious few of you are currently sat at your computers or phones with your hands aloft, not only because it would look a little daft, but because Lynx (known as Axe almost everywhere else besides the UK, Ireland, China and Australia) is perhaps the only deodorant brand with such a strong (and frankly bizarre) cultural relevance amongst men of a certain age (hence the ubiquitous gift) We all grew up with the infamous ads that posited the body spray as a magic tool for attracting supermodels, and whilst those ads now seem a little dated (and misogynistic to boot) they were as undeniably iconic as the product itself.

Axe and their creative agency 72andSunny Amsterdam have created a progressive campaign to push the brand's new range of male grooming products

Find Your Magic

Fast-forward to 2016, and the brand is looking to redefine itself in a marked evolution of its positioning, by launching an expansive new range of male grooming products, including daily fragrances, shower gels, hair styling products and more. This new range will be backed by an unprecedented new campaign featuring a radical, progressive point of view on masculinity and attractiveness that stands in stark contrast to the Lynx/Axe spots of yore. The brand and their creative agency 72andSunny Amsterdam, worked with over 3,500 men in 10 countries, to develop research which shows that despite social progress, men still feel overwhelming pressure to conform to masculine stereotypes, and that male confidence is shockingly low. On top of this, 9 out of 10 women reportedly find blokes more attractive when they’re being themselves, while only 20% of women find the stereotypically manly guys pushed in the older Lynx campaigns more attractive.

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Rik Strubel, Axe Global Vice President, said: “Axe is a brand that’s always been about attraction, and we know from years of research that what makes a guy attractive is his strengths, his weaknesses, his individuality and most of all how he expresses it. But despite that, a lot of guys don't feel comfortable being themselves. Because they’re afraid of what people will say. Of being labelled. Of embarrassment. Afraid that what’s unique about them isn’t considered attractive or acceptable. We want to change that.” Carlo Cavallone, Executive Creative Director of 72andSunny Amsterdam, added: “Axe has always been at the forefront of culture. With Find Your Magic we’re out to liberate guys from pressure and bullshit, and empower them to be the most attractive men they can be; themselves.”

72andSunny worked with over 3,500 men to develop research which shows that men still feel overwhelming pressure to conform to masculine stereotypes

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The “Find Your Magic” campaign was created with cultural experts and 72andSunny Amsterdam to inspire men to celebrate their individuality, reject archaic, stereotypical notions of male attractiveness, and gives them the tools and inspiration they need to work on their original style. In other words, it seems that Lynx are attempting to be as subversive as the market will allow them to be without alienating their audience. It's a solid bet!

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Kicking off on 18 January 2016, the campaign will be a massive multimedia initiative, spanning TV, print, and outdoor to custom digital content, and more. Additionally, over the course of the year, Axe/Lynx will sponsor a wide range of content, all featuring 'real' men with unique and unexpected personal style. This will include the launch of “Instagroom,” a series of short mobile and online tutorials that instantly answer the real grooming questions guys ask Google, from how to style a mohawk to getting your tie just right. Along with 72andSunny, Axe/Lynx will also be rolling out multichannel communication that will launch in 2016 in partnership with partner agencies Ponce and BBH. Axe/Lynx has also partnered with leading youth media company VICE to create content celebrating modern male individuality in a series that will launch across the course of 2016.

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