72andSunny Wins AXE Work

By Patrick Coffee 

Last week sources told us that household chemical behemoth Unilever plans to launch multiple creative reviews for its various brands, and today the corporation made an addition to the AXE roster.

Various trade pubs report that creative on the still-vague “positioning” project for the client, which has been with BBH for nearly a decade, will be run by 72andSunny with the agency’s Amsterdam office playing lead.

BBH’s “Hotel” debuted just over a month ago, and it remains AOR for the brand; sources tell Adweek and others that 72 beat out the incumbent as well as R/GA, Lowe, and 180 for the project work.


2014’s “Make Love, Not War” Super Bowl campaign marked a large shift for the brand, which previously specialized in sexually-charged ads targeted to pimple-popping teenage boys. Sources claim that new efforts will focus on re-positioning the brand, so we assume that 72andSunny’s project work for the Unilever client will not resemble its stateside campaigns for Carl’s Jr.

From ECD Carlo Cavallone:

“Axe is a legendary brand which has consistently impacted culture. As men and manliness change and progress, Axe will be at the forefront of the next evolution. We’re very excited to be at their side.”

We’ve reached out to 72andSunny for more details; updates when we receive them.