We challenged the “Boys Don’t Cry” mantra—a taboo that has encapsulated a lot of society norms and gender bullshit. Our campaign, “Boys Do Cry*”, (*Erkekler de Aglar) was the voice for the new multi-dimensional masculinity in men who are in-sync with their feminine side; men who aren’t afraid to cry in public. It epically depicted men publicly crying and owning the emotions that have been deeply suppressed. We celebrated their cries and the beauty of being unique and so we exhibited bio art out of their tears.

On launch, press kits were sent to Turkey’s most renowned influencers. The kit contained a tear necklace designed by a local artisan jeweler.

At the press event, the song was performed live by Can Bonomo and was also live-streamed on AXE’s social media pages. We also exhibited bio-art made from tears of men and the press had the opportunity to get their own tear art if they had the courage to cry.

A microsite was launched to deepen the stories behind the tears and the art. The site also hosted real-time youtube comments to highlight the public’s view on masculinity.

Interviews were arranged with, Can Bonomo to discuss the music video and to spotlight topics on modern masculinity.

We fueled the video with paid advertising on Youtube, Twitter and Facebook. After that, by Popular request the song was uploaded on Spotify, Apple Music, Fizy, and TTNET Music.

The audience supported Axe on the new direction and thought it was honest and authentic— a welcomed change from the old Axe. This was monitored through youtube comments and tweets. AXE became the voice for men demanding equality in LGBT communities.

Can Bonomo was on media spotlight making appearances on exclusive interviews to discuss the music video and topics on modern masculinity. The song became his latest single featured and advertised on Spotify.

For AXE’s business, even though 2017 saw an increase in price for AXE products, the market share increased by +32 bps on the months after the campaign (data from Neilsen NITRO database, March Value Share). Axe Masterbrand turnover increased by 2.1M Euro on the month after the campaign launch (Unilever April LV Dashboard to Data)