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Lynx / AXE: Smell Ready, 60s
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Unilever's AXE, the No. 1 men's fragrance brand in the world, launches its new 'Smell Ready'campaign today through IPG's MullenLowe in London. 'Smell Ready' uses humorous insight to make its point. It is a lively and engaging take on how young guys have coped with the Covid 19 quarantine from start to end. Simply told, the campaign goes through the three main stages of quarantine: the initial unknown phase, the awkward phase and finally the challenge of re-emergence into normal life; the final pay off shows the great ways of using AXE’s products. AXE knows readjusting won’t be easy and is therefore perfectly placed to support the male of the species as he re-emerges, with its range of awesome fragrances and shower gels. In the face of significant production challenges, the brand campaign has set new standards for content and creativity. The extraordinary circumstances of life in a pandemic meant AXE and MullenLowe had to adapt their processes to cope with the lack of production sets and the basic tools normally used to create a successful campaign. Through a clever combination of shooting and production techniques such as remote self-shooting using self-installed green screens, the use of existing footage and CGI, ‘Smell Ready’ is a fantastic example of what can be achieved in abnormal circumstances and under extreme pressures.
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