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AXE Spain

Mother´s Lies

The Challenge

AXE has evolved its message about masculinity and needs of men, from being a deodorant brand to a brand of male grooming. The new AXE strategy redefines the meaning of seduction, focusing on the connection between people and encouraging men to find their own magic to express its most attractive side.

Our challenge was to launch this new brand positiong in Spain, making the concept relevant and relatable on a local level.


Advertising, Branded Content.




MagnumRelease the Beast