Axe had the ambition to speak to a wider audience in a more mature and sophisticated way. They wanted to inspire fans so as to embrace a more understated lifestyle through the concept of bring the quiet. We had to translate that into a language that would resonate with our local audience without being too forceful or imperative but rather subtle. Basically we had to change what it means to be cool, and use fashion and music as our tools to do so.
But how do you go about flipping a brand’s positioning without alienating your most loyal fans?
We teamed up with 4 female influencers in Egypt and asked them to share what their idea of the ideal man is in an online video. We collaborated with 2 top musicians in Egypt to create music for the video that was so tasteful, numerous fans requested a download link. On the streets we created a Pop up truck - a moving embodiment of the brand’s new identity, carrying life-sized Axe cans with built-in first of its kind technology in Egypt, which turns vibrations into sound so fans created their own personalized minimal music.
We also collaborated with a local fashion label, and created a collection that took their signature designs and stripped them down into understated versions.