72andSunny Amsterdam

Core disciplines: Advertising/Creative, Brand strategy, Digital


AXE/LYNX - Reimagining a brand.



Axe was famous as the brand that "helped guys get ahead in the mating game" - but our guys were outgrowing these restrictive and traditional definitions of masculinity and attraction; and were outgrowing Axe, too.


How do you reinvent the brand that had always been there to help guys be and feel more attractive for a world where individuality is the new sexy, and attraction is a game of equals?


We launched a new range of grooming products and told guys the truth: The most attractive man you can be is yourself - all you have to do is find that thing that makes you, you - and work on it. Find Your Magic.

Find Your Magic.


Find Your Magic pop-up shop.

is it okay for guys...

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