Find Your Magic.

It’s our rallying cry to guys all over the world. A rallying cry that calls on guys to become the most attractive men they can be: Themselves. Whatever we do, wherever we do it, we’ll be there to give guys the inspiration and the tools they need to make the most of whatever it is that makes them hot. It’s simple: Just find that thing that makes you, you - and go work on it.

Find Your Magic is our rallying cry - calling on guys all over the world to embrace their individuality becoming freer and more attractive as a result.

Through a fully integrated campaign on TV, cinema, OOH, print, digital display and social, we shared this modern point of view to guys aged 20 to 30 around the world.

The campaign has gathered more than 39.3M views on all our platforms and 4 billion impressions through the press coverage but most importantly it has generated a global debate about masculinity - with 225 411 direct engagements on the film and more than 12 000 comments across all platforms.

The brand has already begun to shift, with 30 000 posts referencing to “Find Your Magic” on social, and an increase of the the overall positive sentiment for the brand from 14.74% to 41.35%.

With the campaign in its first weeks, no business results are available - but there has been a huge amount of public re-evaluation of the product. And not just in the comments: YouGov studies show that purchase consideration with guys in the US has gone from 16% to 20% since the campaign launched.