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Axe begins Selfmaker campaign

Unilever Canada of Toronto has released a series of online videos promoting its Axe line of men's grooming products. The campaign, called "Selfmaker," encourages consumers to rely on their own abilities and pursue personal ambitions. It consists of an introductory video followed by three more installment that depict the stories of young Canadian men who left their previous jobs to create their own careers.

"Axe has always been rooted in confidence," said Jessica Grigoriou, marketing director for hair care and deodorants at Unilever Canada. "Helping guys feel their finest, so they are able to make things happen. Through authentic, relatable stories, the Axe Selfmaker series is about inspiring Canadian guys to succeed on their own terms."

The campaign was developed by Sid Lee, with production support from 3Bird Media. Media buying is being handled by Mindshare, while influencer relations are being conducted by Harbinger.

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