ME

Jacob Knight-Thomas                            
Copywriter

AXE: Flipping The Haters

click here for sludge assisted viewing 

People hate AXE until they smell AXE, or at least the new AXE Fine Fragrance. We were launching a new collection of fragrances, but all of our biggest haters kept reminding everyone of the sins of the middle school locker room. There was only one thing we could do: remove the labels and invite our biggest critics to do a blind smell test.


The Biggest Flip 

One of our haters went viral hating on AXE before the blind smell test. When he found out the unknown fragrance he priced at $300 was AXE—he damn near had an existential crisis.

All that hate only to end up becoming a fan. You love to see it. 


The full video

ART DIRECTOR= SOPHIE MARSDEN
ACD= GARRICK SHELDON 
CREATIVE DIRECTOR= MIK MANULIK