Axe - Social campaign

  • Rae Stones

After years of struggling to stand out in the crowded Shower Wash category, Axe needed something that was equally disruptive and culturally relevant. We proposed a solution they'd never considered: BATHS. And not just baths, but baths as a means for men to defiantly assert themselves in the face of traditional conventions of masculinity. Introducing: Bathsculinity.

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  • 72andSunny logo

    72andSunny

    • Advertising
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    AXE

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