A fragrance that outlasts even the most absurd situations.
As AXE introduced its new creative platform “The Power of a Fragrance” to reclaim its position as young men’s favourite fragrance brand, the launch of the first long-lasting scent opened a new challenge: how to make it interesting for a generation that consumes less and less advertising.
To make Axe the most entertaining brand in the world.
The idea: We created a campaign that dramatises the product core benefit to the extreme. A guy dressed in leather, trying to impress his date, sits on an impossibly long leather couch and as he moves his way close to her, the leather squeaks relentlessly, taking him way longer than he thought. But once he reaches her, he still smells incredibly good and fresh.
