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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.
Credits Other credits

Agency

Global Business Director (IPG): Federico Duberti

Global Account Director (IPG): Barney Ware

Account Executive: George Hollins

Global Strategy Director: Richard Welch

Strategist: Alpesh Patel

Designer: Danny Flint

Production

MD: Oscar Romagosa

1st AD: Anna Capdevila

Talent Coordinator: Noe Montero

Production Coordinator Barcelona: Itsasne Santos

Production Coordinator London: Ellie Bartlett

Production Assistant: Juan Pedro Vida

Camera Assistant: Jack Peters

Casting: LANE Casting

Editor: Carlos Font Clos

Sound: Sam Robson @ 750mph

Post Production: Glassworks

Post Production Coordinator: Marina Martínez Campomanes

Music company: Big Sync

Client

Global Brand Director: Caroline Gregory

Global Senior Brand Manager: Claire McHardy

Global Entertainment Brand Manager: Will Humphries

Global Assistant Brand Manager : Alessandro D’Amico

Global Brand VP: MC Gasco-Buisson

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