In a world that is getting louder sometimes the biggest statement you can make is an understatement.
The AXE brought new brand positioning evolving its target and its tone, with the ambition to speak
to a wider audience in a more mature and sophisticated way. By launching Axe black, a male grooming range that makes
an impression without going over the top, they brought the quiet. Our goal was to support this change on a local market.
INSIGHT
In the world where everything is changing on the fly and "getting louder",
we cannot be sure that our acting is right or wrong. World has changed but the rules to be an understated man has not.
IDEA
Create the etiquette for 21st century using insights of our target audience.
SOLUTION
We created 6 enjoyable videos introducing rules how to behave in nowaday world using topics
as phubbing, Facebook behavior, social sites, selfies etc.
as phubbing, Facebook behavior, social sites, selfies etc.
