By Gillian West

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 Read full story ›

Source: The Drum