May
31
AXE: AXE Emergency
Posted in: Uncategorized
AXE deodorant advertising around the world is based on the bold (but tongue-in-cheek) proposition that use of AXE is irresistible to the opposite sex – “The AXE effect”. This activation offers help for the man who has been snubbed by his female friend – “break the glass in case she said no”. These units were placed in public toilets in popular nightspots where singles meet, and quickly became a talking point around town.
Advertising Agency: TBWA East Africa, Nairobi, Kenya
Executive Creative Director: Jimmy Geeraerts
Art Director: Yash Deb
Copywriter: Mark Kovalevsky
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