Axe unleashes the power of sweetness

The absurdist campaign from Lola Mullenlowe hits audiences with unexpected humour.

Georgie Moreton

Deputy Editor, BITE Creativebrief

Related Tags

Humour Health and Beauty

Users who viewed this article also looked at:

Hot Pick

Tennent’s dreams of Scotland’s World Cup

The campaign celebrates Scotland’s participation in the men’s World Cup group stage for the first time in 28 years.

Voices

Purposeful partnerships

At Creative Equals’ RISE, brand leaders from Guinness, Sure and Tony’s Chocolonely explored how to build growth through partnerships.

Interviews

The Broken Toy Factory: mending and reflecting

What does the future of the industry look like and how might we get that Monday feeling back again, asks Ben Phillips.

Trend

What Arsène Wenger can teach CMOs about winning with culture

Arsenal's sucess is the result of decades of commitment, writes Masibu Manima.

Voices

Gymnast Becky Downie on how brands can partner with athletes

Speaking at Creative Equals’ RISE conference, Downie emphasised the importance of authenticity and understanding in building progressive partnerships.

Case Studies

New Work

Agencies

Insights

BITE

Events

Archived Case Studies

News