AXE: Battle of Temptations
Campaign details
Brand owner: UnileverLead agency: Gretchen Largoza, Ogilvy & MatherBrand: AXECountry: IndonesiaIndustry Deodorants, anti-perspirantsMedia: Internet - display, Internet - general, Radio, Social media, Sponsorship - media, TelevisionBudget: Up to 500k
Executive summary
Like any other, young Indonesian guys pursue the opposite sex. What makes them different is they need help with their confidence. A lack of knowing how guys present themselves to girls was a major reason for this along with guys seeing body spray as compromising their masculinity. The opportunity was...