With VICE I developed Axe’s 2016 global social campaign by devising a strategy and new global brand manifesto aimed towards changing the public perception of Axe & Lynx.

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The campaign aligned their social message with a millennial audience, facilitating conversations with consumers for the launch of #findyourmagic

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We developed a tool kit for all Axe's local markets, creating content to be used for direct deployment or as inspiration.