Axe: Find Your Magic

With an inspirational digital campaign in Indonesia, Axe, the Unilever deodorant brand, launched a repositioning drive to change its brand image from one that helps men get the girl, to one that helps men find their own magic.

Campaign details

Brand: AxeBrand owner: UnileverLead agency: Mindshare Indonesia, VisinemaContributing agencies: OgilvyCountry: IndonesiaIndustries: Deodorants, anti-perspirantsMedia channels: Content marketing, Events & experiential, Games & competitions, Online display, Online video, Programmatic display, Search marketing, Websites & micrositesBudget: Up to 500k

Executive Summary

Axe, a Unilever deodorant brand, wanted to change its image from one that helps men get the girl, to one that helps men find their own magic through an inspirational campaign.

Rather than focusing on Axe as the source of attractiveness, Axe wanted men to realise...

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