Axe + Saw

Do Gen-Z crave nostalgia? It was recently reported in The Telegraph and The Evening Standard that Gen-Z prefer the iconic nineties crips over what some may call a high-tier crisp - essentially they’re choosing a Frazzle or Chipstick over a pack of Tyrells. In David E. Evening Standard piece he highlighted Gen-Z’s love of a low-rise jean and most recently, Oasis tickets. It got us thinking as an office, do all generations have a fascination with the past? Using myself as an example, one of the Gen-Z members of the team, I’d always choose an episode of Sex & the City over Emily in Paris .. but why is this? We recently worked with Feeld to release a report with a fellowship from the Kinsey Institute which highlighted that Gen-Z prefers monogamy over other generations. This has been attributed to the chaos of the last 20 years, ultimately Gen-Z just want nostalgia. Growing up with the internet and being isolated during a worldwide pandemic has caused our generation to crave the somewhat idealistic ‘simpler times.’ When comparing current times to the 80s or 90s you can’t help but feel like we’re missing something. Off the back of this inherent need for nostalgia we’re seeing brands trying to catch the attention of generations by tapping into this ethos, for example Kim Kadrashion and Paris Hilton’s y2k shoot. How can brands tap into the past while creating buzz and excitement for the next wave of culture? To have a read of the Evening Standard article just follow the link here - https://lnkd.in/e-QiB26t

At Axe + Saw we love uncovering the nuggets of truth that we can use to tell a story... and in this case its data. So we were thrilled when Feeld slid a brand new report across our desk - with stats all about sex, relationships, gender, sexuality, kink and desire 😜 The British press (and the public) really wanted to know: - Why Gen Z are having less sex - That Boomers want a casual romp in the sheets with a FWB (friends with benefits) - Who is the kinkiest generation? (heads up its Gen Z) 😈 This report allowed us to tell a multitude of different stories through the different lenses of each generation. For weeks we handpicked journalists who would be the perfect to tell the story from an interesting viewpoint - we offered everything from Gen Z being obsessed with monogamy, nearly 2 in 5 Gen Xer’s discovering a new kink on the app, to zoomers having the same amount of sex as our grandparents! 🫦 And WOW look at the results! 🤩 Did you see any of these pieces over the last 6 days?

At Axe + Saw we love uncovering the nuggets of truth that we can use to tell a story... and in this case its data. So we were thrilled when Feeld slid a brand new report across our desk - with stats all about sex, relationships, gender, sexuality, kink and desire 😜 The British press (and the public) really wanted to know: - Why Gen Z are having less sex - That Boomers want a casual romp in the sheets with a FWB (friends with benefits) - Who is the kinkiest generation? (heads up its Gen Z) 😈 This report allowed us to tell a multitude of different stories through the different lenses of each generation. For weeks we handpicked journalists who would be the perfect to tell the story from an interesting viewpoint - we offered everything from Gen Z being obsessed with monogamy, nearly 2 in 5 Gen Xer’s discovering a new kink on the app, to zoomers having the same amount of sex as our grandparents! 🫦 And WOW look at the results! 🤩 Did you see any of these pieces over the last 6 days?

To reiterate the words of Olivia Guthrie at ITV ‘When negative stories so often dominate the news it feels good to tell a good news story about good people doing really good things.’ 🎤 Olivia herself knew the local area well, and the connection and time she took to get to know the kids behind the scene really shone through in the report. This is one of the many reasons it has been a pleasure working alongside Spotify to celebrate the opening of Mentivity House's brand-new community hub in the Aylesbury estate. In this segment for ITV Olivia spoke with Mentivity's community, from Sayce Holmes-Lewis to the mentors and mentees where they could shine a light on all the incredible work Mentivity House is doing. 💚 It's so often that the news is overshadowed with negative stories, failing to recognise all the good going on and that's one of the many reasons conversations like this are so important ❗

Working to platform underrepresented voices is why we exist as an agency.❗️ In a recent article with The Times we explored one of the main factors blocking individuals from accessing assisted fertility treatments, BMI. Working closely with members of Fertility Mapper’s community we were able to tell individuals stories who have been affected first-hand by this. It's always very important to make sure these stories are handled sensitively, and we take a lot of care and consideration to make sure we do everything in our control to support communities. Fertility Mapper Founder, Kayleigh Hartigan's expert insights delved into the big question marks around BMI and whether it should be used to constrain access.🧠 As expected there were some negative comments but this is the reaction that not only highlights the lack of understanding around the topic but also the importance of raising awareness and handling these conversations with care.💚 Not everyone is going to get it straight away, but to those that might be going through a similar experience, it's a story that cuts through and makes you feel seen and heard. It's one of the many reasons we love working with Fertility Mapper + the community.📋 https://lnkd.in/ehSRKn5T

The Tateman’s, spotlighting Ace & Tate's new glasses through the amusing antics of an Amsterdam family. Each family member is named after a pair of glasses from the AW24 collection, reflecting the unique personalities of Ace & Tate frames. Which character are you? 👀

We are so ready to kick off Ace & Tate’s AW24 campaign ‘The Tatemans’ in the UK! 🔥 The new collection will have new favourites for everyone in the family and we are so excited to share the new styles very soon… ❗ Check out the teaser video below! 👀

As we're sure you've seen we recently held the screening of The Centre, Directed by Adeyemi Michael down at Spotify HQ. After an incredible couple of weeks in production the team’s communities came together to celebrate the inspiring work of Mentivity House and the release of the short film. Hosted by The Receipts very own Tolly and Audrey, Sayce Adeyemi and Ayomide sat down to discuss everything from: It was an amazing night where community figures, platforms, networks, journalists and more came together to celebrate The Centre - a short film created by Mentivity House and Spotify that really delves into the meaning of community. ❤️ The ongoing work of Mentivity House  💰 The importance of corporate funding  🎥 What the short film means to the community It was an amazing night where community figures, platforms, networks, journalists and more came together to celebrate The Centre - a short film created by Mentivity House and Spotify that really delves into the meaning of community.

At Feeld it is all about doing things differently and that’s what we achieved when securing this piece in the Financial Times. 🔥 The article features an interview with CEO Ana Kirova where she discusses ✨ How the app sets itself apart from its competitors ✨ How Feeld respond to their users’ feedback ✨ The use of AI within the company ✨ How to stay ahead of the curve There are some very insightful snippets in the piece, from no other than the most progressive dating app out there! Follow the link here to have a read .. 👀 https://lnkd.in/eEsUwsqE

Never a quiet moment at Axe + Saw so here are some snippets of what we’ve been up to. 👀 From broadcast days, screenings and award wins to national stunts there’s a lot to shout about .. enjoy! 🧡