Axe Find Your Magic Launch Campaign
For years Axe has helped guys get ahead in the mating game.
But when we were invited to pitch for the global launch of their new grooming range, we found out that both men and women had outgrown the old school idea of masculinity, outgrowing Axe in the process.
Finally, the ideal man is gone. Connection is bigger than conquest. Man is whatever you want it to be.
It was time to re-invent Axe, and bring it back to the forefront of culture. We chose a simple truth (and actually, a scientific fact): the most attractive man you can be is yourself. So find what makes you, you. And work on it.
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