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In a matter of just a few years, Unilever’s Axe has gone from unabashedly (and often crassly) celebrating male stereotypes to forcefully opposing them. And its new campaign, from 72andSunny Amsterdam, represents its boldest step yet in combating what it’s now calling “toxic masculinity” and its debilitating effects on young men.
The new work is themed “Is It Ok For Guys?” and is part of Axe’s “Find Your Magic” positioning, which memorably launched in early 2016.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
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