You’d be hard pushed to find anyone that wasn’t aware of ‘The Axe Effect’ campaign in the 90’s. Perfect as it was for the era with all it’s laddy clichés it felt both sexist and out of step with the contemporary notions of masculinity.
The new positioning - and tagline ‘Find Your Magic’ - aimed to tackle this by encouraging young men to be confident in their individuality, whatever form it came in. Axe.com was to become the home for this proposition, a place where guys could find their inspiration and make it their own.
We partnered with thought leaders VICE, The London Barber, DJ Alesso and London Fashion Week to create content based on the most popular search terms that guys ask Google.