Friday, April 10, 2009

Axe 3: Integrated campaign

Axe 3 is a set of two deodorant whose fragrances called "1" and "2" work independently but, when mixed, create a third fragrance: Axe 3. This product proposition, novel from its very conception, required a high impact campaign to generate product trial and, at the same time, needed to be anchored in the territory of seduction (Axe's territory) while fundamentally not leaving any doubt regarding what the product was communicating: mixable fragrances. The campaign was thought out in such a way so that the consumer would receive the clear message that it's good to mix and that, when it comes to seduction, they could expect even better results. Each medium had as its base the mix of woman but approached from a specific angle, thereby managing to talk ownership of the world of combinations/mixes.

Advertising Agency: Vegaolmosponce Argentina
Executive Creative Director: Hernán Ponce
Client Service Director: Vanina Rudaeff
Integrated Communications Director: Gonzalo Vidal
Creative Director: Sebastián Stagno/Rafael D'Alvia
Regional Brand Director: Néstor Ferreyro
Integrated Creative Director: Marcela Augustowsky
Integrated Brand Director: Hernán Zamora
Copywriters: Matias Corbelle, Diego Sanchez
Integrated Art Director: Juan Manuel Blasco
Integrated Copywriter: Julian Ibarlucea
Brand Planning Director: Diego Luque

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