Even an iconic brand can lose its way, and this industry favourite was no exception. Known for decades of edgy, irreverent and sometimes unapologetic work, AXE had lost its mojo. But drifting from what made it legendary created a unique challenge as the brand aimed to reclaim its fame. By stripping back the layers, embracing risk and ultimately rediscovering humour, AXE is back with a bold, loveably edgy identity coupled with a one-of-a-kind aesthetic universe.
This session will unveil the challenges, the very real risks and the rewards of re-finding a brand’s edge. Learn how to take brave creative leaps and strike the perfect balance between humour, relevance and even absurdity to see why some brands get the last laugh.
Speakers:
Caroline Gregory, Global Brand Director, Unilever
Tomás Ostiglia, Executive Creative Director, LOLA MullenLowe
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