Axe does not define the attraction space. It offers the confidence to play in the space.
Whether you are male, female, trans, LGBTQRSTUVW, an emoji, black, white, luminous orange…Attraction happens, and AXE will make sure you are ready for it.
This direction took the bold decision to play into the genetic make ups and then shrug them off because that is of no consequence in the attraction game. Playing firmly in the Gen Z mental space.

Client: UNILEVER AXE
Creative Director: Julian Mazery   Copywriter: Yolisa Motha   Animators: Gavin Wilmers and Jabulo (FonixBC)