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Ivan Martinez
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Tula House
RIDER
Big James
Studio Skillman
Cabezon Toy Dept.
Datacubed Health
The Miami Generation
Natural Life
Jaruco
Axe Reposition
Samsung Pay
Samsung Emoji Match
WCS
Ivan Martinez
Info

Axe Reposition



Creative Director


Agency:
Edelman
Client:
Unilever
Campaign:
Brand Reposition
& Temptation Lab


Axe’s misogynist image was antiquated, and the brand looked to be more inclusive with their new products.

Unilever approched Edelman with the challenge of moving the Axe brand forward in both tone and feel.


Axe Temptation Lab


Challenge:


Axe’s misogynist image was antiquated and the brand looked to be more inclusive with their new products.

Opportunity:


The launch of AXE’s Gold Temptation, created an opportunity to have in-depth conversations with consumers beyond sex appeal.

Creative Solution:


We created the Temptation Laboratory on Tumblr, where we turned the real temptations of men and women -- collected from comments on our social pages and answers to anonymous surveys -- into sharable gifs, videos and images. Then we let Michael B. Jordan take everyone on a tour of the Lab in an irresistible social video.


Digital and Print Posters