Description
Cannes Gold Film Craft winners Axe’s “Robbery” and “Funeral” were standout ads last year, perfectly blending humor with the brand’s signature edge.
Now, creative agency LOLA MullenLowe reunites with directing duo Lionel Goldstein to deliver a new and bold campaign for Axe, titled: "Dog", “Bear”and “Baby”.
This time, they explore the theme of sweetness, but with an unexpected twist. The new spots cleverly subvert traditional notions of charm and kindness, offering a version of “sweet” that’s anything but conventional. The result? A series of hilariously ads that stay true to Axe’s playful, irreverent tone while keeping audiences laughing.
Lionel is the Belgian directing duo of Joe Vanhoutteghem and Koen Mortier.
This professional campaign titled 'All Over the Body & Lower Body' was published in United States in February, 2025. It was created for the brands: Lynx and Unilever, by ad agencies: Lionel Goldstein and LOLA MullenLowe. This Film medium campaign is related to the Personal Accessories industry and contains 6 media assets. It was submitted 2 months ago.
Credits
Client: Unilever
Brand: LYNX
Campaign: LYNX– All Over the Body & Lower Body
LYNX Team:
Global Brand Director: Caroline Gregory
Global Brand Manager: Gareth Roberts
Global Lead Social: Claire Linturn
Regional advertising producer Unilever: Attilio Gianfrancesco
Lead Agency: LOLA Mullenlowe
Executive Creative Director: Tomas Ostiglia
Creative Directors: Dante Zamboni, Jorge Zacher
Social Creative Director: Maria García Campos
Creative team (Basket, Boxing): Koke Domínguez, Maria Baguena
Copywriter (Cinema): Kiki Holshuijsen
Social Media Manager: Ana Tejeiro
Digital Creative team: Alexander Peck, Blanca López, Lara Ramirez, Rodrigo Muñoz
Managing Director: Tom Elliston
Account Director: Carlos Solchaga
Account Manager: Paula Portela
Head of production: Felipe Calviño
Producer: Marina Saro
IPG Global
Global Business Director: Federico Duberti
Production company: CZAR
Production company: CZAR
Service Production: Tickle
Director: Lionel Goldstein
Executive Producer: Eurydice Gysel
Producer: Lander Engels
DOP: Grimm Vandekeckhove
Set Designer: Isona Rigau Heras
Post Production Coordinator: Bieke De Keersmaecker
Editor: Manu Van Hove
Online Editors: Dries Derycke, Elke D'haese & Stijn Van Assche
Sound Design & Mix: Senjan Jansen, Bert Aerts / Senstudio
Music Company: Big Sync Music
Global Head of Search & Licensing: Lisa James
Senior Music Supervisor: Alicia Leinot
