AXE.

AXE came to us to reach college guys, their largest customer in stores. But online, our discovery found their biggest customer was moms of high school boys who’d had enough of the stench. So we built two campaigns, each with its own experience, imagery and copy. His was pitched at the guy he’s about to become. Hers made AXE the way out of the most awkward talk in the house, because nobody wants to tell a 15-year-old he stinks.