AXE New Fragrances - Martin van der Heu

REAL FANGAGEMENT
In the lead-up to the campaign, fans could also get involved. Through various storiesets, they helped shape the direction of the AXE-clusive commercials. They got to vote on details like which AXE deodorant to use, the setting, the music, and the clothing.

THE MAKING OF
Andy and Noa took over directing the commercial themselves. They had to think of everything—storyline, music, props, and setting. They had access to a virtual studio production space, allowing them to create any world they imagined.

AXE-CLUSIVE COMMERCIAL
Both men’s iconic commercials were shared on the 433NL channel. They gave it their unique twist. Then it was up to the 433NL followers to vote for the best commercial!

THE SMELL TEST
In addition to the AXE-clusive commercial, we held a smell test between the guys. Their scents were put to the real test: could they tell the difference between an expensive perfume and the new AXE collection?

‘Our new scents, finer than fine fragrance’.

That was the message AXE wanted to announce to the world—deodorant that smells even better than the most expensive perfumes. But how could we compete with the big fragrance brands featuring stars like Johnny Depp and Brad Pitt in their iconic fragrance commercials? 433NL brought forward our own stars, Andy
van der Meijde and Noa Lang, and made a deep nod to the fragrance world. We let the influencers create their own iconic AXE-clusive fragrance commercial. Judge for yourself.

Art Direction
Concept