Campaign details

Brand: Axe
Brand owner: Unilever
Lead agency: Mindshare Indonesia, Visinema
Contributing agencies: Ogilvy
Country: Indonesia
Industries: Deodorants, anti-perspirants
Media channels: Content marketing, Events & experiential, Games & competitions, Online display, Online video, Programmatic display, Search marketing, Websites & microsites
Budget: 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 that celebrating who they are is what makes them sexy. Unfortunately, in a collective and patriarchal society like Indonesia, male attractiveness is conveyed through wealth and power. Our challenge was to change this and inspire men to celebrate individuality and find their magic.