Axe resumes Selfmaker campaign
Unilever Canada of Toronto has resumed a campaign called "Selfmaker" in support of its Axe line of men's grooming products. The digital campaign was first run last summer. The new phase, like the first, consists of four online videos profiling young Canadian men who have created their own careers based on their personal ambitions.
This year the campaign also includes a component called the "Selfmaker Café powered by Axe," conducted in association with TenThousandCoffees.com. It consists of a website at which consumers can submit their own profile and receive suggested matches of role models with whom to meet for coffee.
The "Selfmaker" campaign was developed originally by Sid Lee.