The Drum Awards Festival - Media

-d -h -min -sec

Agency: 72andSunny
Client: AXE
Date: Apr 2019
Your Vote
Overall Rating
Opps, please vote again
4 votes

A new campaign created by 72andSunny Amsterdam on behalf of Axe has introduced a new word to the English language: ‘bathsculinity’ – the concept of being confident in yourself inside and outside of the bathroom.

Conveying this concept to US audiences via a series of short films starring actor and comedian Lil’ Rel Howery the men's grooming brand wants to reduce the pressure on young men to conform with past concepts of masculinity. Instead, the tongue-in-cheek ads encourage young men to be themselves and have fun while they’re at it.

Demonstrating their seriousness the Axe team will ensure the official definition is carried on Wikipedia and the Urban Dictionary to spread the message further.


Agency: 72andSunny

Client: Axe