Hi—I'm Guillaume, a Creative Director from Paris now living the Dutch life in Amsterdam. Until I save up enough money to realize my dream of becoming a star-faring astrotourist, I’m realizing new, transformative ideas, back here on Earth.

Client
Axe

Agency
72andSunny Amsterdam

Role
Senior Creative

How to make people move a step closer?

Context Building on the launch of its AXE Music platform with a partnership with Martin Garrix—#1 DJ in the world—AXE set out to move people closer, with every beat and every spray.

Mission To showcase the power music has to move people closer, and install AXE as the ultimate attraction-enabler.

Idea To celebrate one of the most intimate and most recognisable moments in music: sharing headphones with your crush. Yes. Remember. This moment where there was this tangible link between you two. An Ariadne's thread made of electricity, of music and magic. And it made your little hearts beat in unison, the time of a song or two.

Above Music Video for These Are The Times by Martin Garrix.

Launch

The song was an instant hit both within Spotify, Youtube and beyond. With the momentum of the music video, we built an emotional connection with millions of our guys.

UGC

This time, even fans where able to be a part in the video. We asked them to share their headphone sharing moments on TikTok. Then Martin picked his faves and now look at these lovebirds!

Above User generated headphone sharing moments once integrated in the music video.

Retargeting

Hundreds of personalized assets retargeted everyone who watched the music video. Ticket giveaways, or just a 'Hi!' from Martin himself. We definitely brought him closer to his fans.

Limited Edition

Turning brand love into business results, together with Sony we launched a limited edition Martin Garrix body spray that even included the headphones from the video. It got sold out in every market within a couple of days!

Making-of

And then there's this: a behind the scenes and making of the video that you can only access if you have the can.

Press

Shots
AXE and Martin Garrix make fans part of new music video ‘These Are The Times’

Campaign US
Axe "These are the times" by 72andSunny Amsterdam

Little Black Book
AXE and Martin Garrix Unite Fans with Giant Earphones in ‘These Are The Times’ Promo

Hit Zound
Martin Garrix ft. JRM – These Are The Times

Soundigest
Martin Garrix & JRM Team Up For Summery Single “These Are The Times”

Rave Jungle
Martin Garrix releases his brand new single ‘These Are The Times’ featuring JRM

Since 2023, I've been working at GUT Amsterdam.

Current

2023 → Creative Director
@ GUT Amsterdam

Past

2021 → Creative Director
@ 72andSunny Amsterdam
2020 → Associate Creative Director
@ 72andSunny Amsterdam
2018 → Senior Creative
@ 72andSunny Amsterdam
2017 → Associate Creative Director
@ Anomaly Amsterdam
2015 → Senior Creative
@ Anomaly Amsterdam
2013 → Senior Creative
@ Fred & Farid Paris
2012 → Art Director
@ Magic Garden
2010 → Art Director
@ TBWA Paris

Awards

Don't Drink Hertog Jan
→ Cannes Lions 2024
SILVER (Direct)

Torrents of Truth
→ Anthem Awards 2023
GOLD (Humanitarian Action & Services - Product or Service)
GOLD (Humanitarian Action & Services - National Awareness Campaign)
SILVER (Humanitarian Action & Services - News & Journalism)
SILVER (Humanitarian Action & Services - Awareness & Media)
→ Shorty Awards 2023
WINNER (Pro Bono, Emerging Platform)
AUDIENCE HONOR (Pro Bono, Emerging Platform)
GOLD (Local Campaign)

Behind the Source
→ Eurobest 2020
GOLD (Digital Craft)
→ ADCN 2021
GOLD (Diversity, Equity & Inclusion)
FINALIST (Digital Craft)
→ Clio Awards 2020
BRONZE (Cause Related)
→ Epica Awards 2020
BRONZE (Websites)
BRONZE (Public Interest - Social)
→ Lovie Awards 2020
GOLD (Best Cause Marketing Campaign)
→ Caples 2020
Silver (Digital B to B)
Silver (Digital B to C)
Bronze (Not for Profit)
Bronze (PR)

United Earth Space Force
→ Awwwards 2020
SITE OF THE DAY (October 30, 2020)

S-Park
→ D&AD 2019
Future Impact Winner (Initiative / Environment and Sustainability)
→ Index Award 2019
Finalist (Community)

CAR-2-BIKE
→ Cannes Lions 2019
Bronze (Creative eCommerce)
2x Shortlists (Creative eCommerce)
Shortlist (Creative Data)
→ D&AD 2019
Shortlist (Campaign / Environment and Sustainability)
→ Epica Awards 2019
Silver (Promotions & Incentives)
Shortlist (Public Interest - Environment)

GIVE-A-SHEET
→ One Show 2021
Shortlist (User-Generated Content)
Shortlist (Innovation in Lockdown)

Search Sounds
→ FWA
FWA of the Day (September 6, 2019)

Make Love Not Walls
→ Cannes Lions 2017
5x Bronze (Outdoor)
→ D&AD 2017
Graphite Pencil (Outdoor Advertising)
→ Epica Awards 2017
Bronze (Fashion, Footwear & Personal Accessories)
→ Clios 2017
4x Shortlists (Fashion Photography)

Museum of Wi-Fi
→ AWWWARDS 2016
Honorable Mention (Site of the Day)

The Anti-Foot Can
→ Cristal Festival 2014
Gold (Marketing Innovation)
Bronze (Brand Entertainment & Content)
Bronze (Consumer Marketing)
Bronze (Outdoor)
4x Shortlists
→ New York Festivals Advertising Awards 2015
Gold (Branded Entertainment)
→ Webby Awards 2015
Nominee (Social)
→ Eurobest 2014
Finalist (Innovation)
→ Grand Prix Stratégies du Brand Content 2014
Gold (Event)
→ Grand Prix Stratégies du Sport 2014
Gold (Event)

En Mode Voiture
→ Grand Prix du Brand Content 2013
Gold (Charity / Social / Great Causes)
→ Grand Prix Stratégies du Marketing Digital 2013
Gold (Interactive Movie)

Gère ton Permis
→ Grand Prix du E-Marketing 2013
Bronze (Online Campaign)
→ Grand Prix du Brand Content 2012
Gold (Bank / Insurance)
→ Top Com Consulmer 2012
Bronze (Online Campaign)

Axe Music

Axe