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
![](https://freight.cargo.site/t/original/i/5987d12353994211674cfe0dbc4c2100cd1ca5f5d9722aac3b5499240cc517a5/Axe_OCTO_hair_0715.jpg)
![](https://freight.cargo.site/t/original/i/4ee8a11552f9a4aef2bc6f00f9841c594549c49cd3aef8c1b2e2da5fb1a65165/Axe_OCTO_trash_0713.jpg)
![](https://freight.cargo.site/t/original/i/f000debf4ea428c2557ee6bb4b935b3839d2b77cd3faa86b84b0617ac7e63263/Axe_OCTO_beard_0718.jpg)
![](https://freight.cargo.site/t/original/i/9471a366748d95e6c72ea12ca9f1c0203fa7c0abcdd35db266ab3583e0e80d51/Axe_OCTO_smile_0722.jpg)
![](https://freight.cargo.site/t/original/i/d5a40f7392788a35b7b2d5abe858e604046182f223afdc8c0c11454f3dafacdd/Axe_OCTO_Leather-01.jpg)
![](https://freight.cargo.site/t/original/i/ce683d8af1d728a63c7d099590d4c1d990a4998a5ea1247842d6116162c67dc5/Axe_OCTO_chicken_8_24-01.jpg)
![](https://freight.cargo.site/t/original/i/1e6a78c42cc15f183be7b1663a379a7d8f6d55786dff58c3c7a30a93371633bc/Axe_OCTO_leaf_2.jpg)
![](https://freight.cargo.site/t/original/i/3d5c3023f5fbfd550d76aa66b8f6362853f868acf5d0ba04ef0ea78ea9188af2/Axe_OCTO_red_9_4.jpg)
![](https://freight.cargo.site/t/original/i/6ab348775388007ff23095eb8b46575f1b29868fd97310dc2a96e49cb6ca5901/Axe_OCTO_tatts_9_5.jpg)
![](https://freight.cargo.site/t/original/i/987554c94cd8cb4e354b6dd1c97724932090c4d810ee74895beb70686b58dd71/Axe_OCTO_disco_8_26.jpg)
![](https://freight.cargo.site/t/original/i/58e8805c0ea8d4459325b11b25a56f9079df4160d345251d4edfc082eb601bef/Axe_secrets_9_9-1.jpg)
![](https://freight.cargo.site/t/original/i/a7b2eee9e598cd51eb075f569c8e26d111b1429dc0167987061dcf75da5f3a71/Axe_OCTO_bank_9_16-01.jpg)