AXE - ALCO EGO
Fact: Czech Republic and Slovakia have a teen drinking problem. Our research showed that teens often drink for courage. So here we are as Axe—the self-confidence brand.
Remember being young? Hating being told what to (not) do? That's our challenge. We decided to speak their language. We partnered with top influencer Gogo, turning a preachy message into a rap video. Result? First ever #1 in both countries on YouTube Ads Leaderboard.
We don't drink to courage anymore.
Axe Ice Chill: To healthy self-confidence!
Creative Director:
Michal Pastier, Kristína Karabinošová
Copywriter:
Roman Krmášek, Judita Ružičková
Art Director:
Jaroslav Novotný
Strategy Director:
Roman Biath
Strategic Planner:
David Červený
Client service:
Ondřej Duka