Project: AXE "3 Giây Bật Khí Chất" Key Visual & iTVC
After 2 years staying silent marketing-wise, AXE re-emerged with a brand-new positioning of “Turn on your coolness in 3 seconds” (3 giây bật khí chất) and a set of 3 new grooming products, boasting a compact size and thus, convenience for carrying around. Put in charge of creating a corresponding TVC, we hunters came away with the idea “Effortless grooming to catch all the surprising opportunities”. This idea also contributed to creating a more youthful brand persona for AXE, for a brand rejuvenation to be more attractive to the gen Z.
