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, Aug. 17, 2015 /CNW/ - 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.

About AXE
AXE, a leader in men's grooming, is an iconic personal care brand around the world that helps guys look, smell and feel their best. The Unilever manufactured brand is available in a line of daily fragrances, deodorant and anti-perspirant sticks, shower gels and hair care products. AXE is the No. 1 men's grooming brand in Canada, excluding razors. For more information, visit or

About Unilever Canada
Unilever is one of the world's leading suppliers of fast moving consumer goods with strong operations in more than 100 countries and sales in 190. With products that are used more than two billion times a day around the world, Unilever works to create a better future every day and help people feel good, look good and get more out of life with brands and services that are good for them and good for others. In Canada, the Unilever portfolio includes brand icons such as: Axe®, Becel® Ben & Jerry's®, Breyers®, Clear®, Degree®, Dove® personal care products, Hellmann's®, Klondike®, Knorr®, Lipton®, Magnum®, Nexxus®, Popsicle®, Q-Tips®, Simple®, Skippy®, St. Ives®, TRESemmé®, and Vaseline®. All of the preceding brand names are owned or used under license by Unilever Canada Inc. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 1,600 people across Canada. For more information, visit

SOURCE Unilever Canada Inc.

Video with caption: "The new video series by AXE celebrates Selfmaker stories featuring 'f@#k it' moments of individuals who took a chance to make it big". Video available at:

For further information: Marion Morris, Harbinger,, (416) 960-5100 ext. 260

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Unilever Canada Inc.

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