AXE: LIMITED EDITION
FRESH ALMAN STYLE
In 2021, long-time client AXE commissioned us to create a new limited edition from scratch for the German market.
As always with AXE, for a young, digitally savvy Gen Z audience.
Together with creator Slavik, we created one of the best-selling 2021/2022 AXE Bodysprays with a pop culture reference of the first order: FRESH ALMAN STYLE.
In a mockumentary-style short film, influencer and comedian Slavik Junge, known for his cultural crossovers between local and foreign clichés, creates the unique FRESH ALMAN STYLE fragrance - a mixture of socks in sandals, towels on a sunbed and a hint of shisha bar. The result is a witty symbol of a new, diverse Germany, which Slavik promotes with humour from the first idea to the last drop of the product in the shops.
CONTEXTUAL MINDSET
Fresh Alman Style has everything the young AXE target group needs:
Humour and self-irony, contemporary relevance and credibility, an iconic protagonist and powerful social communication.
CULTURAL TERRITORY
- „Alman“ reference to internet meme culture
- Highly relevant social media comedian Slavik Junge as Co-Creator
CREATIVE AMPLIFICATION
- POS
- Series of social assets
- Fashion line of FRESH ALMAN STYLE: branded socks, fanny-packs and bucket hats
