Andrew Jones - Art Director

AXE Find Your Magic

AXE post-superbowl campaign

 


The Ask
Extend the experience of Axe's 2016 Superbowl
spot, "FIND YOUR MAGIC".

Problem
Men struggle with self-confidence and the pressure to
conform to societal norms about masculinity.

Strategy
In order to shed their old image and mature the brand,
Axe must adapt to the the evolving world and represent
the people within in.

Solution
Represent the colorful world we live in by celebrating
an individual's uniqueness. It's all about self-acceptance,
diversity, and liberation!

 

Men struggle with self-confidence
and pressure to conform to societal
norms about masculinity.
 

AXE introduced an expanded male grooming
line with a message of self acceptance.
 

The best thing about you is what makes you you.

 

Editorials that live on campaign landing page as well as Facebook

Dherraj :36


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How can you be the most you that you can be? How about custom YOU t-shirts with your face. The more you wear the shirt the more it will smell like you too. It will be the you-est you've ever been. You shirts are ordered online and delivered to you in these cubes. You-cubes by Axe and Uniqulo. 

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