AXE video series celebrates Selfmaker stories featuring 'f@#k it' moments of individuals who took a chance to make it big

Videos feature young Canadians with the wit and grit to forge their own path

TORONTO, Canada News Wire - What does it take for someone to leave the safe, comfortable route behind, to take a leap of faith and forge a new path to follow their dreams?

A new campaign from AXE helps answer that question in the form of three unique video stories of young Canadian men who bet on themselves and had the willingness to forge their own path to make their dreams a reality. The campaign kicks off today with the release of a manifesto video that defines the Selfmaker archetype – a guy who doesn't just climb the ladder, but who has the confidence to build his own. The video can be viewed at

A series of videos profiling the unique Selfmaker stories of three individuals who had the grit and determination to get where they are today have launched in conjunction with the manifesto video. The videos highlight crucial moments when the Selfmaker decided to say 'f@#k it' and go for it. The AXE Selfmaker video series includes:

  • Charles Bierbrier — who left a solid career in banking to start his own now thriving brewery (Bierbrier Brewing Inc.);
  • Tomas Romita — who immediately after earning his accounting designation, changed course to start his own custom menswear company (MADE Clothing Co.);
  • Thugli (a production/DJ duo consisting of Tom Wrecks and Pat Drastik) — who bridged geography to make music together and, in doing so, saw their careers take off.

"AXE has always been rooted in confidence – helping guys feel their finest, so they are able to make things happen," says Jessica Grigoriou, Marketing Director of Hair Care and Deodorants at Unilever Canada. "Through authentic, relatable stories the AXE Selfmaker series is about inspiring Canadian guys to succeed on their own terms."

Behind the video campaign

The AXE Selfmaker series creative concepts were created by agency Sid Lee with the campaign supported by 3Bird Media for video production, media buying handled by Mindshare and Influencer Relations by Harbinger.

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