Axe needed to find way to talk about the improvement in fragrance and can design without having to list all its new ingredients.

The campaign was than centered around the idea that this new line of products had a “Bom Chicka Wah Wah” (a pop culture phrase that supposedly mimics a guitar sound from 70's adult movies) effect on woman globally.

My role as a Senior Designer was to bring a slight 70's X Rated vibe to the campaign - through the logo, branding, and visual design - that would be carried throughout digital executions, print and TV.

The campaign spawned thousands of user-generated copies and was a One Show Titanium finalist and a Cannes Integrated finalist.

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Role
Branding
Visual Design