New AXE Effect
AXE / Unilever
The New AXE Effect
The New AXE Effect
The New AXE Effect
The AXE Effect
The AXE Effect
The AXE Effect
Boys Do Cry
AXE / Unilever
09
Brand Story
“Do boys cry?”
In 2016, data showed it’s the question guys were quietly Googling, afraid to ask out loud.
In Turkey, that fear ran even deeper; “boys don’t cry” wasn’t just a saying, it was a social rule. So we flipped the norm.
Boys Do Cry Film
Activation
Tear Art.
We turned tears into canvas and created bio-art that revealed the strength behind every cry.
Gallery
Exhibition
We launched a living archive linked to the launch film on YouTube. It was part art gallery, part conversation; where every tear and every comment reshaped the meaning of masculinity.
Press & Awards
Epica Awards — Music Entertainment — Bronze
Marketing Türkiye
GZoneCat
Role
Art Director
Credits
Sami Basut — Creative Director
Tunchan Kalkan — Senior Art Director
Sanli Kayabölen - Senior Copywriter
Burç Sabuncu — Copywriter
Next Project
New AXE Effect
AXE / Unilever
The New AXE Effect
The New AXE Effect
The New AXE Effect
The AXE Effect
The AXE Effect
The AXE Effect
Every Wishlist
eBay
10