Axe Design & Branding AXE MUSIC STAR by Ponce Buenos Aires

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Industry Deodorants
Media Design & Branding
Market Argentina
Agency Ponce Buenos Aires
Executive Creative Director Raul Pineda, Walter Aregger, Hernan Ibarra Puentes
Released July 2009

Credits & Description

Category: Cosmetics & Beauty
Advertiser: UNILEVER
Product/Service: AXE DEODERANT
Agency: ponce buenos aires
Date of First Appearance: Jul 15 2009 12:00AM
Entrant Company: ponce buenos aires, ARGENTINA
Chief Creative Officer: Hernan Ponce (ponce buenos aires)
Executive Creative Director: Walter Aregger (ponce buenos aires)
Executive Creative Director: Hernan Ibarra (ponce buenos aires)
Client Services Director: Vanina Rudaeff (ponce buenos aires)
Integrated Communications Director: Hernan Zamora (ponce buenos aires)
Integrated Creative Director: Mariano Jeger (ponce buenos aires)
Integrated Copywriter: Sebastian Tarazaga (ponce buenos aires)
Integrated Art Director: Daniel Minaker (ponce buenos aires)
Digital Director: Lucas Worcel (ponce buenos aires)
Account Director: Nestor Ferreyro (ponce buenos aires)
Account Team: Maximiliano Porreca/Ezequiel Tudury/Francisco Odriozola (ponce buenos aires)
Client Responsible: Pablo Gazzera/Tomas Marcenaro/Jeronimo Cadenas/Denise Aranovich/Juan Katz (ponce buenos aires)
Multimedia Production: Fuhrmann Group (Furhmann Group)
Graphic Design: Cornicelli (Cornicelli)
Media placement: TV - America, 9, Telefe, 13 - 20 July 2009
Media placement: Cable - Fox, FX, The Film Zone - 20 July 2009
Media placement: Magazines - Playboy, La Mano, Revista Hombre - October 2009
Media placement: Radio - Mega, 40 Principales, La 100 - 20 July 2009
Media placement: Internet -,, Taringa, Facebook - 01 September 2009
Media placement: VP - Backlights, Bus Stops - August 2009
Media placement: Gruopies Night Event - Roxy - 08 October 2009
Media placement: Limos In Streets - Palermo - 25 September 2009

Describe the challenges and key objectives
We found out that guy´s passions and girl’s obsessions had a common element, the music. But we had a problem: Music stars win ten times more woman than a regular guy. Therefore, we had to create a new fragrance that links music with seduction, to provide boys a way to fight against musicians´ power.

Describe the brief from the client
The aim of the brief was to generate awareness and excitement over the launch of a new Axe limited edition, within the music territory. Speaking to the Axe core target, the main insight was that women felt hopelessly seduced by successful musicians, and therefore, for common boys, is much more difficult the mating game. The proposal was to communicate a very cool fragrance, using the music tone they listen, so they try it and win as many women as a rockstar

Describe how you arrived at the final design
To reach the final design of the pack, we had several things in mind. First and foremost, the gameplay. We had to do something eye-catching but it will be worthless if it was not practical. Requirements as the distance between the codes or the brightness of the pack, were crucial for the camera to read those. Also had to have the identity of Axe and be in the music tone they listen.

Give some indication of how successful the outcome was in the market
The AXE volume share increase 0.96% within the DEO Market in Argentina as a result of this campaign.