Axe / Lynx

72andSunny, Amsterdam

Online search behaviour research uncovered a trend of guys trying to figure out what it means to be a man, with search terms like Is it ok for guys to cry? To be skinny? To like cats? etc. We partnered with online influencers to create genuine responses to these questions; helping Axe launch their first ever social mission for a worthwhile cause.

Fun Fact: The campaign generated 1.3 billion impressions. 



Campaign launch film.
We created contextual films that linked directly to answers.