AXE - 360 Campaign

Tasked to create a new target demographic for an established brand, I chose to infuse AXE with more natural, eco friendly elements. Rebranding the packaging also involved giving the brand a cleaner and softer look to appeal to a broader range and get out of AXE's pre-existing target demo. The creative concept behind the new campaign is to compare the usual natural elements such as jasmine and cucumber getting weird and out of their comfort zone, sorta like AXE. The campaign includes a series of three mall and transit ads, three social media posts, and a direct mail piece.