Axe: GAME ON

Credits & Description:

Advertiser: UNILEVER
Agency: BBH NEW YORK
Category: Point of Sale
Art Director: Dave Brown (Bbh New York)
Copywriter: Ian Hart (Bbh New York)
Executive Creative Director: Ari Weiss (Bbh New York)
Chief Creative Officer: John Patroulis (Bbh New York)
Photographer: Romaine Laurent

Outcome
Being that our primary protagonist was a two foot hairstyle, the execution couldn’t have been much clearer. At point of purchase, guys were effectively made aware of both Axe’s recent foray into the hairstyle segment and the obvious benefit (or pair of benefits) said foray might bring them.

Client Brief Or Objective
Show that Axe’s established olfactory advantage in the mating game is equally potent in the visual domain with Axe’s new range of hair products.

Implementation
Axe has long been known as a brand that provides an unmistakable advantage in the mating game. The challenge, as Axe moved into the hair care market, was how to transfer this established olfactory edge into a perceived visual benefit. How do you emphasize the astounding importance girls place on properly styled hair? Simple. You compare it in importance to the one thing, or maybe two things, guys notice first.

Brief Explanation
Axe is world-renowned for girl getting scents. Not girl getting hairstyles. This had the potential to cause major confusion within our target market. We needed a visual execution which definitively established the range as an optical versus olfactory benefit.