Axe Reposition
Creative Director
Agency:
Edelman
Edelman
Client:
Unilever
Unilever
Campaign:
Brand Reposition
& Temptation Lab
Brand Reposition
& Temptation Lab
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.
Opportunity:
Creative Solution:
Digital and Print Posters
