The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Animation / Single
Annual ID
OS22_MI120M
About the Work
As the world’s definition of attraction expanded and evolved, AXE was mired in the mud of its misogynistic advertisements of the past. To pop itself out of this predicament, the brand needed a modern, diverse and open ad that showcased how attraction should be: Mutual.
Enter “The Walk.” Colorful and brazenly up for attraction from anyone (or any dog), “The Walk” puts this palatable—maybe even delicious (shirtless frankfurter anyone?)—depiction of attraction in the spotlight. Proudly proclaiming that when you open up to the world, the world opens back up to you.
Inspired by meme and internet culture, the spot is layered—and layered again—with both in-your-face and hidden oddities. Each scene is brimming with meant-to-be memed bits atop emoji-esque eggplants and anime. All carefully crafted for Gen Z’s hearty appetite for rewatchability. With a smattering of inside jokes that go over mom’s head, but def not her kid's (#banger). Witnessing this bounty of internet-y layers, a kid even wrote a college paper about it.
A blaring announcement that AXE is ready to jump on the modern attraction playground, the spot highlights how love and lust flirt along a wide spectrum, unbound by the binary. As a final sprinkle of sugar, the film is electrically paired with the optimistic bop of rapper Jordan Dennis’ “Crumbs,” pushing the song up the charts.
Overall, “The Walk” is the ad AXE didn’t realize it needed 20 years ago.
Enter “The Walk.” Colorful and brazenly up for attraction from anyone (or any dog), “The Walk” puts this palatable—maybe even delicious (shirtless frankfurter anyone?)—depiction of attraction in the spotlight. Proudly proclaiming that when you open up to the world, the world opens back up to you.
Inspired by meme and internet culture, the spot is layered—and layered again—with both in-your-face and hidden oddities. Each scene is brimming with meant-to-be memed bits atop emoji-esque eggplants and anime. All carefully crafted for Gen Z’s hearty appetite for rewatchability. With a smattering of inside jokes that go over mom’s head, but def not her kid's (#banger). Witnessing this bounty of internet-y layers, a kid even wrote a college paper about it.
A blaring announcement that AXE is ready to jump on the modern attraction playground, the spot highlights how love and lust flirt along a wide spectrum, unbound by the binary. As a final sprinkle of sugar, the film is electrically paired with the optimistic bop of rapper Jordan Dennis’ “Crumbs,” pushing the song up the charts.
Overall, “The Walk” is the ad AXE didn’t realize it needed 20 years ago.
2022 Awards
Total Points: 3
Merit
Credits
Agency
The Martin Agency / Richmond
Client / Brand
Unilever / London
Art Director
Andrea Batlló
Copywriter
Eleanor Fialk
Chief Creative Officer
Danny Robinson
Creative Director
Mik Manulik
Director
Henry Scholfield
Director of Photography
Carlos Ritter
Executive Creative Director
Ashley Davis Marshall
Executive Producer
Jen Beitler
Producer
Javier Alejandro
Lole Ramirez
Senior Art Director
Rahim Masunu
Senior Copywriter
Dave Ashton
Senior Integrated Producer
Stefanie Kaspari
Senior Producer
Matt Culmer
Stylist
Miguel Cervera
Nina Durá
Account / Senior Project Manager
Katie Hanson
Assistant Brand Manager Axe/Lynx
Christian Barron
Associate Design Director
Thiago Elias
Audio Producer
Ashleigh Henderson
Chief Strategy Officer
Elizabeth Paul
Financial Affairs Manager
Missy Walker
Global Brand Development Axe/Lynx
Inês Leitão Henriques
Global Brand Director Axe/Lynx
Caroline Gregory
Global Brand Manager Axe/Lynx
William Humphries
Global Business Director
Federico Duberti
Global VP Axe/Lynx Brand
Mc Gasco-Buisson
Group Account Director
Gillian Merrill
Junior Art Director
Jesse Lane
Junior Content Producer
Rachel Bensinger
Local VFX Supervisor
Ivan Lopez
Production Manager
Daphne Do
Nacho Piñar
Senior Account Manager
Kathryn Walker
Senior Business Affairs Manager
Michelle Fink
Senior Content Producer
Adrienne Daniel
Senior Global Brand Manager Axe/Lynx
Marco Montanaro
Senior Regional Advertising & Amplification Producer Axe/Lynx
Margaret Chudy
Senior Regional Advertising Producer, North America Axe/Lynx
Arlene Fernandez
Senior Strategic Planner
Stuart Hayhurst
Strategic Planning Director
Taylor Wiegert
SVP, Head of Integrated Production
Tasha Dean
SVP/Director, Business, Legal, Financial Affairs
Dusty Slowik
SVP/Global Managing Director
Britta Dougherty
VP / Executive Content Producer
Pamela Mahan
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