AXE.

The real buyer was holding her nose

Client: Unilever

Scope: Campaign creative

Overview

AXE came to us to reach college guys. The data pointed to a different customer: the moms of high school boys who’d had enough of the stench. We repositioned AXE as the way out of the most awkward talk in the house, with one campaign for moms and one for their sons. Creative built on a simple human truth: nobody wants to tell a 15-year-old he stinks.