Axe Find Your Magic

Unilever has launched “Find Your Magic”, a campaign seeking to reframe the Axe and Lynx brands, helping guys shed outdated views of masculinity and embrace what makes them unique. Men all have their own “thing” – something special that makes them attractive to the world, whether it’s their walk, their talk, their smile or their style – it’s their magic. The brand will launch new experiences and products designed to help guys express their personal style, including the AXE Collective with John Legend, the Instagroom content series and the new AXE Advanced Collection grooming line. The Axe Find Your Magic campaign includes a commercial celebrating a wild diversity of expressions of masculinity.

Axe Find Your Magic print ad

“Masculinity today is going through seismic changes. More than ever, guys are rejecting rigid male stereotypes,” said Matthew McCarthy, Senior Director, AXE & Men’s Grooming for Unilever. “We’ve been part of guys’ lives for decades, and AXE champions real guys and the unique traits that make them attractive to the world around them.”

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AXE and John Legend are continuing the AXE Collective to elevate musicians and filmmakers and help them showcase their magic. Aspiring creators can visit to learn more about a chance to be mentored by John Legend and to be featured at an event during SXSW® or the Toronto International Film Festival®.

AXE has also created the new Instagroom series, designed to inspire guys and give them the tools to achieve their own unique magic. Instagroom features 15-second videos that answer the most burning style and grooming questions guys are searching for online to help them amp up their personal style.

The new AXE Advanced Collection, a more premium range of grooming products, helps guys express their individuality so they can look, feel and act their most attractive. Comprised of three lines – Adrenaline, Urban, and Signature – these products offer a variety of benefits including fragrance-release, anti-odor, and anti-marks technology.

On the inspiration behind Find Your Magic, 72andSunny Amsterdam Executive Creative Director Carlo Cavallone said, “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.”


The Axe Find Your Magic campaign was developed at 72andSunny Amsterdam by executive creative director/writer Carlo Cavallone, creative directors/copywriters Laura Visco and Emiliano Trierveiler, managing director Nic Owen, director of strategy Stephanie Feeney, head of design Richard Harrington, senior designer Mario Guay, group brand director Rob Conibear, brand director Justin Martin, senior business affairs manager Madelon Pol, business affairs manager Nickie Stevens, strategy director Danny Feeney, strategist Paul Chauvin, director of film production Stephanie Oakley, executive producer Peter Montgomery, production coordinator Sanne Van Hattum.

Filming was shot by director François Rousselet via Division, Paris, by executive producer Jules de Chateleux, line producer Aurelie Bruneau, director of photography Nicolas Loir. Editor was Amanda James at Final Cut.

Visual effects were produced at Mathematic by producer/owner Guillaume Marien, VFX producers Hélène Saint-Riquier and Mélodie Stevens, post production supervisor Yann Aldabe, on-set supervisor Lucas Salton, matte painting team Fred Brandon and Carl Edlund, modelling team Thierry N’Guyen and François Rimasson, VFX artists Hugo Jaulin, Steven Dupuis, and Nicolas Sauval, tracking layout team Fred Mayer and Cyril Cassaigne, rendering team Thomas Nautin and Fabien Julvecourt, lead Flame artist Fred Brandon, lead compositor Yann Aldabe, I/O team Tony Horel and Théodine Jonnet.

Colourist was Simone Bourne at Framestore.

Music is “Diamond Hoo Ha Man” by Supergrass, supervised by Tammy Tinawi at Big Sync Music.

Sound was designed and mixed by Sam Ashwell and Mark Hellaby at 750mph.

  • Shagun Roy

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