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Got it

AXE

AXORCIST

The Challenge

The main challenge of this campaign is getting closer to young people, being consistent with the brand messaging, but without sounding repetitive. It was important to avoid giving life lessons or advice on how to behave and simply convey that they are free to be whatever they want to be. This may sound a little dense, so we decided to do it in a funny and relatable tone." - Nacho Oñate and Nestor García, Executive Creative Directors of LOLA MullenLowe Barcelona.

Disciplines

Advertising.

Client

AXE.

Date

May 2019

We all know that there is a moment in young people's lives when they feel obligated to be someone they aren't. But this "demon" has his days numbered, thanks to The AXORCIST. He's here to help them expel this bad entity from their bodies and their thoughts.

"With this campaign, the brand aims to show that you have your own magic and you can find it without pretending to be someone you’re really not," says Ana Palencia, Director of Communication and Sustainability of Unilever Spain.

AXE wants to banish that mysterious force that tries to convince young people that they have to follow parameters to be considered beautiful or successful. AXE wants you to be yourself and celebrate the uniqueness you already have. 

"The main challenge of this campaign is getting closer to young people, being consistent with the brand messaging, but without sounding repetitive. It was important to avoid giving life lessons or advice on how to behave and simply convey that they are free to be whatever they want to be. This may sound a little dense, so we decided to do it in a funny and relatable tone." - Nacho Oñate and Nestor García, Executive Creative Directors of LOLA MullenLowe Barcelona.

The brand has evolved with masculinity and the diverse needs of young people today, from a deodorant brand to a personal care brand. AXE's portfolio of new and fresh products includes deodorants, antiperspirants, cologne, shower gel and hair care. This range adapts perfectly to different styles and tastes, always helping to highlight real beauty.

See the work HERE

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