AXE SHOWERPOOLING

The AXE strategy. Not one that would see the light of day today for obvious reasons. At the time though, this was the positioning that we had to work with. And I do still like the creative solution that we came up with for a ‘green initiative’ for the AXE brand. The budget we had to work with was minuscule, but the idea was eventually picked up by the US and Europe who ended up putting a lot more money into new executions and activations.