Axe Peace Call to Arms – Make Love Not War

AXE has launched a new product “Peace”, a new line of products and a ground-breaking campaign to bring young people together to affect change with a simple, yet powerful, act: a kiss. The campaign, launched with a set of online and television commercials and print advertisements, and the microsite, marks Unilever’s connection of the AXE/Lynx brand with Peace One Day, an international non-profit that drives awareness of world peace.

New Axe Peace Make Love Not War

“Love”, the centrepiece of the Peace advertising campaign, will premiere in the USA during the Super Bowl XLVIII on Sunday February 2. The ad is a collection of global vignettes that cinematically depict the campaign’s theme of “make love, not war” and includes an inspirational call to action: #KissForPeace. The 60 second ad is accompanied on the AXE YouTube channel with an extended version and a short film about the partnership with Peace One Day. The campaign is being pushed online with the hashtag #KissforPeace.

“Young people care deeply about the future,” said Matthew McCarthy, Senior Director, AXE & Men’s Grooming for Unilever. “This generation is socially conscious and more digitally connected than ever. AXE is tapping into this to start a conversation, inspire people to unite globally, and raise awareness about the power of peace in a way only AXE can do – with a #KissForPeace. In a world filled with conflict, we know sometimes the most powerful weapon is love. And as the film dramatizes, for one sublime moment a kiss has the power to make the world a more united and peaceful place.”

New Axe Peace Make Love Not War - Fireworks
Axe Peace - Make Love Not War print ad
Axe Peace - Make Love Not War print ad
Axe Peace - Conquered the Love Poem
Axe Peace - Gives Fearless Footrubs
Axe Peace - A Courageous Cuddler

Make Love Not War Credits

The Make Love Not War campaign was developed at BBH London by deputy executive creative director David Kolbusz, creatives Daniel Schaefer, Szymon Rose, Jack Smedley, George Hackforth-Jones, agency producer (TV) Ryan Chong, assistant producer (TV) Laura Graham, agency producer (print) Sally Green, product designer Rosie Arnold, strategic business lead Ngaio Pardon, account team director Heather Cuss, account team manager Amy Forster, strategy director Agathe Guerrier, strategists Shadi-Sade Sarreshtehdarzadeh and Tom Callard.

Filming was shot by director Rupert Sanders via MJZ with executive producer Debbie Turner, producer Laurie Boccaccio, director of photography Greig Fraser. Post production was done at The Mill by Iwan Zwarts. Editor was Neil Smith at Work Post. Sound was produced by Will Cohen at String and Tins and at Factory.

Print photography was by Jean-Yves Lemoigne.

Modeling was by New Deal Studios.