The Challenge
After years trying to find its way back into culture, AXE was losing its grip with Gen Z. As the game of attraction changed drastically, the attraction brand had to bring a new perspective to keep it fresh and attractive to young guys.
AXE
What Is Love – BZRP ft. AXE
Axe and Bizarrap reinvented a ’90s anthem for modern dating.
The Crazy Ambition
To make Axe the most entertaining brand in the world.
The Idea
To position AXE’s as the first step in modern dating and help this generation free themselves to love, we partnered with the biggest LATAM producer BZRP to rejuvenate the 1993 classic love anthem: What is Love by Haddaway.
