AXE LET GO OF ITS FRAT-GUY REPUTATION TO SHOW THE WORLD THAT INDIVIDUALITY IS THE NEW SEXY.
Known for its one-note, guy-gets-the-girl brand narrative, AXE needed to contemporize its cultural mojo.
In a three-year program, our human-first rebranding effort remapped AXE’s DNA through social and experiential ideas that embraced a more fluid, more progressive masculinity.
The program was bolstered by partnerships with CFDA and New York Fashion Week: Men’s, South by Southwest Music Festival, and the Toronto International Film Festival. All connected by those in ambitious pursuit of the things that make them an individual. The men and women dedicated to finding their magic.
We synchronized those efforts with content born out of cultural conversation that inspired experimentation and encouraged men to look their best, for themselves with AXE product.
___
Experiential
Online Video
Out-of-home
Digital
Social
Print
Photography