senckađ
Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Argentinian Hit Maker Bizarrap Brings Fresh Twist to Iconic AXE Deodorant

21/09/2023
Advertising Agency
Madrid, Spain
257
Share
Collaboration from LOLA MullenLowe remixes AXE's most popular fragrances 'Black Remixed'

LOLA MullenLowe, Bizarrap, and AXE came together in an unexpected collaboration to remix one of their best fragrances: AXE BLACK REMIXED. The brand partnered with Bizarrap, the Argentine composer, producer, and current hit-maker, to add a fresh twist to their iconic fragrance.

We're all familiar with the challenges that come with those initial moments of attraction. That's why AXE (& BIZA) are offering an amazing fragrance with an extra boost of confidence, this time by harnessing Biza's iconic 'hand-up' cheer-on gesture, which he extends to every artist that collaborates with him, and now even to an everyday guy.

In the film, we witness a young man applying AXE's new fragrance, which features hints of frozen pear, cedarwood, and, unexpectedly, notes of BZRP. After applying the fragrance, a magical journey unfolds as the power of that fragrance takes the form of BZRP, who encourages our hero in every step of the way on getting with his crush. In the end, after a BZRP concert, it is she who catches a whiff of the incredible fragrance on the boy, and this time, she is surprised to see BZRP encouraging her to express her feelings for him as well.

“Working with AXE again has been fantastic; adding talent like BZRP, who even became involved in the campaign's music, has made the experience even more exceptional.” - Tomás Ostiglia, executive creative director at LOLA MullenLowe.

“Putting together fragrance, music, with AXEs insightful humour and integrating BZRP in such an organic way, was an exciting challenge that turned into this amazing campaign” - Caroline Gregory, global brand director Axe / Lynx.

The campaign is live in LATAM, USA, and Spain on TV, radio, OOH, and digital. 

Brand
Agency / Creative
Production
Post Production / VFX
SIGN UP FOR OUR NEWSLETTER
More News from LOLA MullenLowe
Work of the Week
Work of the Week 10/10/24
11/10/2024
905
0
Work of the Week
Work of the Week: 13/09/24
13/09/2024
647
0
ALL THEIR NEWS
Work from LOLA MullenLowe
BZRP
AXE
09/10/2024
5
0
Arsenal Kit
Lynx Africa
23/07/2024
12
0
ALL THEIR WORK
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v10.0.0