{"id":145,"date":"2026-06-17T16:29:52","date_gmt":"2026-06-17T16:29:52","guid":{"rendered":"https:\/\/lolaglobalstg.wpenginepowered.com\/es\/?post_type=case-study&#038;p=145"},"modified":"2026-06-18T05:16:39","modified_gmt":"2026-06-18T05:16:39","slug":"scratch-and-sniff-axe","status":"publish","type":"case-study","link":"https:\/\/holalola.com\/es\/case-study\/scratch-and-sniff-axe\/","title":{"rendered":"Scratch and Sniff &#8211; AXE"},"content":{"rendered":"\n                                                  \n  <section\n    class=\"project-hero project-hero--copy-white\"\n        data-dark-overlay=\"true\"\n    data-video-instance=\"block_cb32b8cd7c19fda90711db22c988bb87\"\n    data-title-text-color=\"white\"\n    data-chrome-contrast-surface=\"dark\"\n    aria-label=\"Project hero\"\n  >\n    <div class=\"project-hero__media\" aria-hidden=\"true\">\n              <div class=\"project-hero__poster\">\n          <picture class=\"project-hero__poster-picture\">\n                          <source media=\"(max-width: 600px)\" srcset=\"\/wp-content\/uploads\/sites\/3\/2026\/06\/SAS_AXE_VERTICAL.jpg\">\n                        <img\n              class=\"project-hero__poster-image\"\n              src=\"\/wp-content\/uploads\/sites\/3\/2026\/06\/SAS_AXE_HORIZONTAL.jpg\"\n              alt=\"SAS_AXE_HORIZONTAL\"\n              loading=\"lazy\"\n              decoding=\"async\"\n              fetchpriority=\"low\"\n            \/>\n          <\/picture>\n        <\/div>\n      \n              <video\n          class=\"project-hero__background-video\"\n          data-role=\"background-video\"\n          muted\n          playsinline\n          loop\n          preload=\"none\"\n          poster=\"\/wp-content\/uploads\/sites\/3\/2026\/06\/SAS_AXE_HORIZONTAL.jpg\"\n          aria-label=\"SAS_AXE_HORIZONTAL\"\n        >\n                    <source src=\"\/wp-content\/uploads\/sites\/3\/2026\/06\/HEADER_SS.mp4\" type=\"video\/mp4\" \/>\n        <\/video>\n          <\/div>\n\n    <div class=\"project-hero__scrim\" aria-hidden=\"true\"><\/div>\n\n    <div class=\"project-hero__inner\">\n      <div class=\"project-hero__content\">\n        <div class=\"project-hero__body\">\n                      <span class=\"project-hero__eyebrow\">AXE<\/span>\n          \n                      <h1 class=\"project-hero__title\">Scratch and Sniff <\/h1>\n          \n                      <div class=\"project-hero__description\">\n              <p>An OOH campaign turned into an interactive sampling experience.<\/p>\n\n            <\/div>\n          \n                      <ul class=\"project-hero__logos\" aria-label=\"Recognition logos\">\n                                                <li class=\"project-hero__logo-item\">\n                    <picture><img src=\"\/wp-content\/uploads\/sites\/3\/2026\/06\/AXE_LOGO.svg\" alt=\"AXE_LOGO\" class=\"project-hero__logo\" loading=\"lazy\" decoding=\"async\" \/><\/picture>\n                  <\/li>\n                                          <\/ul>\n                  <\/div>\n\n                  <button\n            class=\"project-hero__watch\"\n            data-role=\"play-btn\"\n            type=\"button\"\n            aria-label=\"Watch project video\"\n          >\n                          <span class=\"project-hero__watch-kicker\">Video<\/span>\n                        <span class=\"project-hero__watch-label\">Watch<\/span>\n          <\/button>\n              <\/div>\n    <\/div>\n  <\/section>\n\n      <div\n      class=\"project-hero-modal\"\n      data-role=\"video-modal\"\n      data-video-instance=\"block_cb32b8cd7c19fda90711db22c988bb87\"\n      role=\"dialog\"\n      aria-modal=\"true\"\n      aria-hidden=\"true\"\n      aria-label=\"Project hero video player\"\n    >\n      <div class=\"project-hero-modal__dialog\">\n        <button\n          class=\"project-hero-modal__close\"\n          data-role=\"modal-close\"\n          type=\"button\"\n          aria-label=\"Close project video\"\n        >\n          <span aria-hidden=\"true\">+<\/span>\n        <\/button>\n\n                  <video\n            class=\"project-hero-modal__video\"\n            data-role=\"full-video\"\n            controls\n            playsinline\n            preload=\"none\"\n            aria-label=\"Project hero full video\"\n          >\n                                      <source src=\"\/wp-content\/uploads\/sites\/3\/2026\/06\/HEADER_SS.mp4\" type=\"video\/mp4\" \/>\n                        Your browser does not support the video tag.\n          <\/video>\n              <\/div>\n    <\/div>\n  \n\n\n\n\n                        \n\n<section\n  class=\"three-column-grid-block three-column-grid-block--black three-column-grid-block--count-3\"\n    aria-label=\"Text column grid\"\n>\n  <div class=\"three-column-grid-block__inner\">\n    <div class=\"three-column-grid-block__grid\">\n              <article class=\"three-column-grid-block__item\">\n                      <h3 class=\"three-column-grid-block__title\">The Challenge<\/h3>\n          \n                      <p class=\"three-column-grid-block__copy\">All-body deodorants were becoming the category\u2019s new obsession, threatening to let competitors invade AXE\u2019s fragrance territory. But while the category talked about \u201cwhole body\u201d, young guys were already using AXE in the most taboo places regular deodorants were never made for. AXE needed to own that behaviour before anyone else did.<\/p>\n                  <\/article>\n              <article class=\"three-column-grid-block__item\">\n                      <h3 class=\"three-column-grid-block__title\">The Crazy Ambition<\/h3>\n          \n                      <p class=\"three-column-grid-block__copy\">To make smelling good down there the new code of attraction.<\/p>\n                  <\/article>\n              <article class=\"three-column-grid-block__item\">\n                      <h3 class=\"three-column-grid-block__title\">The Idea<\/h3>\n          \n                      <p class=\"three-column-grid-block__copy\">\u2018Scratch and Sniff\u2019 transforms one of man\u2019s most primal instincts into a live product demo. By using special scented ink that releases fragrances once scratched, we created a series of billboards inviting people to scratch some balls to try our new Lower Body Spray fragrance. A campaign that turned heads, raised eyebrows, and set social feeds ablaze, but was impossible to ignore.<\/p>\n                  <\/article>\n          <\/div>\n  <\/div>\n<\/section>\n\n\n\n\n<div class=\"hero\"\n     id=\"heroCarousel\"\n     data-carousel\n     data-autoplay=\"5500\"\n     >\n\n  <div class=\"hero__track\" data-track>\n\n                                  \n      \n            <div class=\"hero__slide  is-active\"\n           data-index=\"0\"\n                      data-cursor-label=\"View Campaign\"\n                      style=\"--slide-bg: #000000;\">\n\n                          <picture><source media=\"(max-width: 600px)\" srcset=\"https:\/\/holalola.com\/wp-content\/uploads\/sites\/3\/2026\/06\/SS_2_vertical.jpg 1080w, https:\/\/holalola.com\/wp-content\/uploads\/sites\/3\/2026\/06\/SS_2_vertical-169x300.jpg 169w, https:\/\/holalola.com\/wp-content\/uploads\/sites\/3\/2026\/06\/SS_2_vertical-576x1024.jpg 576w, 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data-src=\"https:\/\/player.vimeo.com\/video\/1094085858?autoplay=1&#038;background=1&#038;muted=1&#038;loop=1&#038;autopause=0&#038;controls=0&#038;playsinline=1&#038;title=0&#038;byline=0&#038;portrait=0\"\n                                    data-ot-ignore\n            title=\"Primary block video\"\n            allow=\"autoplay; fullscreen; picture-in-picture\"\n            loading=\"lazy\"\n            frameborder=\"0\"\n            tabindex=\"-1\"\n            aria-hidden=\"true\">\n          <\/iframe>\n          \n                    <div class=\"video-overlay\" role=\"region\" aria-label=\"Video overlay\">\n\n                        <div class=\"overlay-text\">\n              \n                            <button\n                class=\"play-btn\"\n                data-role=\"play-btn\"\n                aria-label=\"Play full video\"\n                tabindex=\"0\"\n                type=\"button\"\n              >\n                <svg viewBox=\"0 0 24 24\" aria-hidden=\"true\" focusable=\"false\">\n                  <polygon points=\"5,3 19,12 5,21\"\/>\n                <\/svg>\n                <span class=\"play-btn-label\" aria-hidden=\"true\">\n                  Play\n                <\/span>\n              <\/button>\n                          <\/div>\n\n                        <div class=\"overlay-bottom\">\n\n                            \n                            \n                                          <div class=\"map-icons\" aria-label=\"Location map icons\">\n                                                <div\n                  class=\"map-icon\"\n                  title=\"\"\n                  role=\"img\"\n                  aria-label=\"\"\n                  tabindex=\"0\"\n                >\n                                  <\/div>\n                              <\/div>\n              \n            <\/div>\n          <\/div>\n        <\/div>\n      <\/div>\n    <\/div>\n  <\/section>\n\n\n      <div\n    class=\"video-modal\"\n    data-role=\"video-modal\"\n    data-video-instance=\"block_b783e1e5f170bd5ec6eff14bd227d830\"\n    role=\"dialog\"\n    aria-modal=\"true\"\n    aria-hidden=\"true\"\n    aria-label=\"Full video player\"\n  >\n    <button\n      class=\"modal-close-video\"\n      data-role=\"modal-close\"\n      aria-label=\"Close video\"\n      type=\"button\"\n    >&#x2715;<\/button>\n        <iframe\n      data-role=\"full-video-iframe\"\n      data-src=\"https:\/\/player.vimeo.com\/video\/1094085858?autoplay=0&#038;autopause=0&#038;background=0&#038;controls=1&#038;loop=0&#038;muted=0&#038;playsinline=1&#038;title=0&#038;byline=0&#038;portrait=0\"\n                  data-ot-ignore\n      title=\"Full LOLA video\"\n      allow=\"autoplay; fullscreen; picture-in-picture\"\n      loading=\"lazy\"\n      frameborder=\"0\">\n    <\/iframe>\n      <\/div>\n  \n\n\n\n\n<div class=\"hero\"\n     id=\"heroCarousel\"\n     data-carousel\n     data-autoplay=\"6000\"\n     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d=\"M15.7572 12.6484L5.2334 0.648438L22.2334 2.64844L15.7572 5.72536V12.6484Z\" fill=\"white\" stroke=\"#BBBDB0\" stroke-width=\"1\"\/>\n      <\/g>\n      <defs>\n        <filter id=\"hero-cursor-shadow\" x=\"0\" y=\"0\" width=\"28.0166\" height=\"21.9766\" filterUnits=\"userSpaceOnUse\" color-interpolation-filters=\"sRGB\">\n          <feFlood flood-opacity=\"0\" result=\"BackgroundImageFix\"\/>\n          <feColorMatrix in=\"SourceAlpha\" type=\"matrix\" values=\"0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 127 0\" result=\"hardAlpha\"\/>\n          <feOffset dy=\"4\"\/>\n          <feGaussianBlur stdDeviation=\"2\"\/>\n          <feComposite in2=\"hardAlpha\" operator=\"out\"\/>\n          <feColorMatrix type=\"matrix\" values=\"0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0.25 0\"\/>\n          <feBlend mode=\"normal\" in2=\"BackgroundImageFix\" result=\"effect1_dropShadow\"\/>\n          <feBlend mode=\"normal\" in=\"SourceGraphic\" in2=\"effect1_dropShadow\" result=\"shape\"\/>\n        <\/filter>\n      <\/defs>\n    <\/svg>\n    <span class=\"hero__cursor-label\"><\/span>\n  <\/div>\n\n    \n  <span class=\"hero__dash\" aria-hidden=\"true\">\u2014<\/span>\n\n    <div class=\"hero__progress\" data-progress>\n          <div class=\"hero__progress-segment is-active\"\n           data-seg=\"0\"><\/div>\n      <\/div>\n\n    <div class=\"hero__scroll-hint\" aria-hidden=\"true\">\n    <span>Scroll<\/span>\n    <svg viewBox=\"0 0 18 18\" fill=\"none\">\n      <path d=\"M9 3 L9 15 M4 10 L9 15 L14 10\"\n            stroke=\"#111\"\n            stroke-width=\"1.4\"\n            stroke-linecap=\"round\"\n            stroke-linejoin=\"round\"\/>\n    <\/svg>\n  <\/div>\n<\/div>\n\n\n\n\n\n<section\n\tclass=\"related-work\"\n\t>\n\t<div class=\"related-work__inner\">\n\t\t\t\t<h2 class=\"related-work__title\">Related Case Studies<\/h2>\n\t\t\n\t\t\t\t<div class=\"related-work__grid\">\n\t\t\t\t\t\t\t\t\t<a\n\t\t\t\tclass=\"related-work__card\"\n\t\t\t\thref=\"https&#x3A;&#x2F;&#x2F;holalola.com&#x2F;es&#x2F;case-study&#x2F;catnip-axe&#x2F;\" target=\"_self\"\t\t\t>\n\t\t\t\t<span class=\"related-work__card-image\">\n\t\t\t\t\t\t\t\t\t\t<img\n\t\t\t\t\t\tsrc=\"\/wp-content\/uploads\/sites\/3\/2026\/06\/CATNIP_AXE_VERTICAL.jpg\"\n\t\t\t\t\t\talt=\"AXE_CATNIP_PR_FILM_STILL&#x20;LOLA\"\n\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\tdecoding=\"async\"\n\t\t\t\t\t\/>\n\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t<span class=\"related-work__card-caption\">\n\t\t\t\t\t<span class=\"related-work__card-caption-title\">AXE<\/span>\t\t\t\t\t<span class=\"related-work__card-caption-text\">Catnip<\/span>\t\t\t\t<\/span>\n\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<a\n\t\t\t\tclass=\"related-work__card\"\n\t\t\t\thref=\"https&#x3A;&#x2F;&#x2F;holalola.com&#x2F;es&#x2F;case-study&#x2F;power-of-a-fragrance-axe&#x2F;\" target=\"_self\"\t\t\t>\n\t\t\t\t<span class=\"related-work__card-image\">\n\t\t\t\t\t\t\t\t\t\t<img\n\t\t\t\t\t\tsrc=\"\/wp-content\/uploads\/sites\/3\/2026\/06\/POF_AXE_VERTICAL.jpg\"\n\t\t\t\t\t\talt=\"POF_AXE_HORIZONTAL\"\n\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\tdecoding=\"async\"\n\t\t\t\t\t\/>\n\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t<span class=\"related-work__card-caption\">\n\t\t\t\t\t<span class=\"related-work__card-caption-title\">AXE<\/span>\t\t\t\t\t<span class=\"related-work__card-caption-text\">Power of a Fragrance<\/span>\t\t\t\t<\/span>\n\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<a\n\t\t\t\tclass=\"related-work__card\"\n\t\t\t\thref=\"https&#x3A;&#x2F;&#x2F;holalola.com&#x2F;es&#x2F;case-study&#x2F;sweeter-than-the-sweetest-axe&#x2F;\" target=\"_self\"\t\t\t>\n\t\t\t\t<span class=\"related-work__card-image\">\n\t\t\t\t\t\t\t\t\t\t<img\n\t\t\t\t\t\tsrc=\"\/wp-content\/uploads\/sites\/3\/2026\/06\/SWEETNESS_AXE_VERTICAL.jpg\"\n\t\t\t\t\t\talt=\"SWEETNESS_AXE_HORIZONTAL\"\n\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\tdecoding=\"async\"\n\t\t\t\t\t\/>\n\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t<span class=\"related-work__card-caption\">\n\t\t\t\t\t<span class=\"related-work__card-caption-title\">AXE<\/span>\t\t\t\t\t<span class=\"related-work__card-caption-text\">Sweeter than the Sweetest<\/span>\t\t\t\t<\/span>\n\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n<\/section>\n","protected":false},"template":"","meta":{"_acf_changed":true,"footnotes":""},"class_list":["post-145","case-study","type-case-study","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Scratch and Sniff - AXE - LOLA | Madrid | Crazy Ambition Makes Serious 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