A young man’s fantasies? “Well, there’s this girl…”
Axe/Lynx returns to its original purpose – getting the girl. This time though, it’s all in the young man’s head. And it’s all set to music. But not just any music – the music of 22-year-old Dutch DJ and influencer, Martin Garrix, whose videos get nearly 1 million views each. Oh, and by the way, the campaign by Axe’s global creative agency, 72andSunny Amsterdam, is promoting Garrix’s Axe body spray too.
The 3.37 minute film is also the official music video to the song, Burn Out, by Martin Garrix & Justin Mylo – feat. Dewain Whitmore. And if you think it’s a bit younger than the Axe/Lynx commercials of late, it is. It aims to reconnect the brand with its 14+ audience.
The campaign was launched by Garrix teasing the video on his platforms. It has kicked off in Latin America and the Netherlands, although the plan is for it to run globally. The full campaign included a series of product films, featuring Garrix, that promote his limited edition body spray, and a partnership between Axe Music, Kyra TV, Boiler Room and a number of emerging artists.
“As a youth brand catering to young guys, we need to be where they are, and interruptive advertising is not going to be the means going forward,” explained Rik Strubel, vice president of Axe.
“Music has been part of the brand in the past and it’s a big passion point for young guys. Axe is about attraction, and music is a lubricant to that; we want to help young guys to find their magic. Martin Garrix is a great example to young guys – he’s achieved so much at such a young age and boasts natural confidence that is so on brand with Axe.”
The video was directed by Kinopravda, a network of six directors and several artists in Barcelona and Budapest, who collaborate and work together.
The campaign was led by 72andSunny Amsterdam creative directors, Adam Koppel and Gregg Clampffer. “This is the kind of project every creative dreams of,” they commented.
“When your ideas get translated into something new, and you don’t have to follow the usual path. For us, it felt right to announce this partnership through a music video instead of an ad. It allowed us to flex new muscles and to work with one of the youngest, brightest artists out there.”