In September last year, 72andSunnny took Axe/Lynx back to its original purpose of getting the girl and appealing to a young teen audience. To do that, it added a new lure – music, and notably, the music of Martin Garrix.
The music video in the campaign, Burn Out, has had more than 55 million views. In addition to this, AXE Music also partnered with KYRA TV, Boiler Room and Spotify. With Garrix ranked #1 in the DJ Mag Top 100 most popular DJs in the world in October, for the third year in a row, continuing to collaborate with him for this audience is smart marketing.
The new campaign includes a new single and music video for the track, These Are The Times, underlined by the message that music brings people together. The video for These Are The Times takes the young love idea of sharing headphones with your crush and turns it into a story.
It was directed by Ivana Bobic, who has previously collaborated with Bloc Party and Hannah Wants, among others.
To involve people in the video, Axe and Martin Garrix asked fans to submit their own earbud-sharing moments for a chance to feature in the new music video. They continued the movement on the social media platform, TikTok, with the #movesyoucloser challenge, calling on Martin’s followers to upload videos of themselves sharing earphones in the most creative way.
These Are The Times will also be the soundtrack of the advertising campaign to promote the new Axe Martin Garrix limited edition body spray featured in the music video and released later this year. Axe has also formed. Partnership with Sony to release the earphones in the video as part of a gift pack.
William Humphries, global brand manager at Axe Music, commented, “It’s been a pleasure working with Martin again. He’s an amazing collaborator and is a perfect ambassador for Axe as we continue to grow our music platform. In this campaign, we’ve highlighted the obvious relationship music has to attraction and we’ll continue to draw on this in the future. Saying this, the depth of the universal insight around how sharing music can drive real-life connection with friends, family as well as love interests is what has inspired this campaign and made it truly powerful.”
Adam Koppel, creative director at 72andSunny Amsterdam, added, “This is our second music video for Axe and Martin Garrix. It was a blast. It’s a great partnership. For us, it’s the perfect chance to bring some fun, magic and charm to the world of attraction. And any time you can throw a guy down a water slide is a good day.”
Creative Agency: 72andSunny Amsterdam
Director: Ivana Bobic
Production Company: Riff Raff
Sound Design: Wave London
Post Production & VFX: MPC London