AXE FLIP THE HATERS
Axe gets hated on for smelling like a middle school locker room… but they’ve recently launched an entirely new Fine Fragrance Collection. So, during locker room season (aka March Madness) we went straight at professional athlete’s core memory of Axe and conducted a blind smell test of our Black Vanilla against Tom Ford’s Tobacco Vanille. Guess who won?
Creative Directors: Danielle Delph, Garrick Sheldon, Mik Manulik
Art Director: Emily Delius
Copywriter: Dallin Slavens, Jacob Knight-Thomas