SWEETER THAN THE SWEETEST
What happens when you’re not the sweetest thing in her life anymore?
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Sweeter than the sweetest.
For the launch of its sweetest fine fragrance collection, Axe took humour to the next level. In a series of absurd films directed by directors duo Lionel Goldstein, sweet characters –once the sweetest things in girls’ lives– reaching new heights of jealousy when sweet-smelling
guys enter the scene. Aired in multiple markets, including the UK, Argentina, Mexico, and Australia, the campaign features a gang of teddy bears losing their cool all over the room.
FILM
ECD: Tomás Ostiglia | Creative Directors: Dante Zamboni & Jorge Zacher | Social Creative Director: Maria García Campos | Creative Teams: Josefina Mateo & Ezequiel Scarpini; Pedro Mezzini & Augusto Callegari | Social Media Manager: Ana Tejeiro | Digital Creative team: Alexander Peck, Blanca López, Lara Ramirez | Global Business Director (IPG): Federico Duberti | Managing Director: Tom Elliston | Account Director: Carlos Solchaga | Account Manager: Paula Portela | Head of production: Felipe Calviño | Production company: CZAR | Director: Lionel Goldstein |
ECD: Tomás Ostiglia | Creative Directors: Dante Zamboni & Jorge Zacher | Social Creative Director: Maria García Campos | Creative Teams: Josefina Mateo & Ezequiel Scarpini; Pedro Mezzini & Augusto Callegari | Social Media Manager: Ana Tejeiro | Digital Creative team: Alexander Peck, Blanca López, Lara Ramirez | Global Business Director (IPG): Federico Duberti | Managing Director: Tom Elliston | Account Director: Carlos Solchaga | Account Manager: Paula Portela | Head of production: Felipe Calviño | Production company: CZAR | Director: Lionel Goldstein |
ECD: Tomás Ostiglia | Creative Directors: Dante Zamboni & Jorge Zacher | Social Creative Director: Maria García Campos | Creative Teams: Josefina Mateo & Ezequiel Scarpini; Pedro Mezzini & Augusto Callegari | Social Media Manager: Ana Tejeiro | Digital Creative team: Alexander Peck, Blanca López, Lara Ramirez | Global Business Director (IPG): Federico Duberti | Managing Director: Tom Elliston | Account Director: Carlos Solchaga | Account Manager: Paula Portela | Head of production: Felipe Calviño | Production company: CZAR | Director: Lionel Goldstein |
ECD: Tomás Ostiglia | Creative Directors: Dante Zamboni & Jorge Zacher | Social Creative Director: Maria García Campos | Creative Teams: Josefina Mateo & Ezequiel Scarpini; Pedro Mezzini & Augusto Callegari | Social Media Manager: Ana Tejeiro | Digital Creative team: Alexander Peck, Blanca López, Lara Ramirez | Global Business Director (IPG): Federico Duberti | Managing Director: Tom Elliston | Account Director: Carlos Solchaga | Account Manager: Paula Portela | Head of production: Felipe Calviño | Production company: CZAR | Director: Lionel Goldstein |
