Axe begins Praise Up campaign
Unilever Canada has begun a new campaign in support of its Axe brand of men's body sprays. The campaign, called "Praise Up," consists of a series of online videos featuring Toronto Blue Jay Marcus Stroman and Toronto Raptor Kyle Lowry. The videos encourage young people to "tell their friends about their 'something'" in order to define their own sense of masculinity. The campaign was developed by Sid Lee, with public relations from Edelman and media work by Mindshare.