Boston-based Arnold Worldwide has turned out its first work as creative agency for Monster.com. The campaign starts with two spots–directed by Benji Weinstein of SMUGGLER–that tap into the sentiment that the old ways of working are relics from the Dark Ages and a new era of job search has begun.
In this spot titled “Junior Scribe,” the title character is reduced to milking a goat for his supervisor’s coffee–with no scribing training or opportunities in sight.
The scenario talks directly to millennial and Gen Z candidates who are grappling to get real workplace opportunity.
Credits
Client Monster.com Agency Arnold Worldwide, Boston Sean McBride, chief creative officer; Greg Nelson, Michael Sullivan, SVPs/group creative directors; Evan Hohenwarter, sr. copywriter; Diana Friedman, sr. art director; Sean Vernaglia, SVP, executive producer; Sam Dapper, associate producer. Production SMUGGLER Benji Weinstein, director; Barty Deardon, line producer; Drew Santasiero, exec producer; Simon Chaudoir, DP. Editorial Cosmo Street Aaron Langley, editor; Anne Lai, head of production. VFX Zero VFX Meg Bailey, exec producer; Jaime Fortuno-Lavi, VFX artist. Color Refinery Rob Bessette, colorist. Audio Soundtrack Boston Mike Secher, audio engineer, sound designer. Music APM Music
Cannes Gold Lion Film Craft winners “Robbery” and “Funeral” for AXE deodorant were standout ads last year, adroitly blending humor with the brand’s signature edge.
Now, creative agency LOLA MullenLowe in Madrid reunites with Belgian directing duo Lionel Goldstein (Joe Vanhoutteghem and Koen Mortier) to deliver a new campaign for AXE, which explores the theme of sweetness but with an unexpected twist. “The Power of Sweetness” campaign spots subvert traditional notions of charm and kindness, offering a version of “sweet” that’s quite a departure from the norm, staying true to Axe’s playful, irreverent tone while keeping audiences laughing.
In this spot titled “Dog,” man’s best friend is anything but, jealous of an AXE body fragrance-wearing gent who’s courting the canine’s beloved woman owner. We see how sweetness can turn sour when dog takes sweet revenge on the woman’s beau.
Repped by Slim Pictures in the U.S., Lionel Goldstein directed the latest package of AXE spots via Belgium-headquartered production house CZAR.
