AXE #Axelerate

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the challenge is how to change the image of AXE that has been embedded in the minds of consumers, especially Indonesian consumer, to be impressed more mature in accordance with guidelines of the global brand.

 

Our Solution is create a series of campaign that inspire Indonesian men on relevant social preassure in Indonesia, make them to be more mature, not need to be afraid or forcing themselves to become someone else, and empowering them to #Axelerate

 

To communicate the message, we makes a youtube movie series about 3 different guys with different personalities (Cowo Sabi, Cowo Kalem, Cowo Kelas) to be role model that represent the struggle of their problem and how do they "Axelerate". In addition to it, the campaign continues to other media, such as print ads, launching event, social media including co-creation with other agency and youtubers.