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72andSunny on Finding Magic in Masculinity for AXE

As the Amsterdam agency shakes up the AXE brand, MD & strategy director talk about diving deeper with modern males.

72andSunny Amsterdam's new global work for AXE embraces modern masculinity by blowing the subject open to challenge traditional, often outdated preconceptions about what it is to be a man.

Having won the account back in January last year, the agency has invested a great deal of time and research into mounting a new strategy for the brand and today launches a campaign that digs deeper into the psyche of male consumers, shifting the idea…to continue reading please subscribe now

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