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Axe encourages guys to make their own fate with BBH London campaign supporting brand re-launch

Axe has teamed up with BBH London to create a campaign that rewrites history to support its product range re-launch, which includes a new can, packaging design and upgraded fragrance quality.

The ‘Soulmates’ creative is based on the idea that Axe transforms a guy’s fortunes and allows him to make his own fate in a way that wasn’t possible before.

The campaign adopts a progressive take on the ‘guy meets girl’ fable showing the tale of two Soulmates throughout the ages and the guy’s struggle to finally get his girl.

Fernando Desouches, Axe global brand director, explained: “It’s not about quantity any more, but about quality. Axe is perfectly positioned to help guys in their search with the smell of a fragrance providing the spark of interest that ignites a classic love story between a guy and the girl of his dreams. BBH have brought this to life with a classic Axe Effect story – a poetic and epic film that supports our best product mix ever.”

The 90-second film was shot by Tim Godsall through Biscuit Filmworks, and is set to Order of Era’s version of the track ‘One’ originally by Harry Nilsson.

Wesley Hawes and Gary McCreadie, creative directors at BBH London, commented: “We wanted to create an epic love story that dramatised the power of the new upgraded Axe fragrances. In Soulmates, we see our protagonist pursue his true love through various stages of time, trying to overcome the biggest obstacle in his path - fate. This campaign represents a more grown up approach to romance and relationships from Axe.”

Matt Fitch and Mark Lewis, the creative team at BBH London, added: “The idea came from the insight that there’s nothing worse than a missed opportunity. Regret is a terrible thing but by never giving up – and with a little help – you can make it happen.”

The integrated campaign will roll out across TV, cinema, OOH, print, mobile and digital and launched in mainland Europe this month (April).

Other markets, including the UK where Axe is sold as Lynx, will see the campaign in the coming months.

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