72andSunny Wins Global Creative for AXE
Posted in: UncategorizedLast week sources told us that household chemical behemoth Unilever plans to launch multiple creative reviews for its various brands, and today the corporation made a big change on the AXE account.
Various trade pubs report that creative for the client, which has been with BBH for nearly a decade, will now be run by 72andSunny with the agency’s Amsterdam office playing lead.
BBH’s “Hotel,” which debuted just over a month ago, looks to be the agency’s last work for the client; sources tell Adweek and others that 72 beat out R/GA, Lowe, 180, and the incumbent for the business.
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 the new agency will focus on re-positioning the brand, so we assume that 72andSunny’s 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.
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