Axe’s AXEoff Is a Human-Repellent, And That’s What We Need Right Now
Interview with Erin Lentz, Executive Director of Design of ArtVersion, United States
June 1, 2020
Interview with Yung-Li Chen, President of Fineherbs Co., Taiwan
June 2, 2020AXEoff is creative, ingenious and more importantly, relevant in the current state of our society today.
The COVID-19 global pandemic is still ongoing, disrupting societal norms and creating new normals for social interaction with your family and friends.
In an effort to keep people off each other, some aspiring students and future creative professionals from Miami Ad School collaborated with Axe to create a new 'scent', AXEoff, that will make people think twice about meeting up in groups. Check the video out here:
Alongside many big brands like Snickers,, Axe wants you to really, really stay away from other people, even when they have to 'create' a brand new scent that acts as a deterrent.
This ad is created by the amazing Miami Ad School students Ryan Cookish, Christopher Vena, Daniel Zhang and Ted Pedro, whose idea to turn Axe's world famous irresistible scent into a creative PSA-esque video is both interesting and unique.
Even for students, this is a pretty good twist on Axe's usual motif. Kudos to them indeed!
Credits
School: Miami Ad School
Client's Name: Axe
Art Director: Daniel Zhang
Art Director: Ryan Cookish
Art Director: Ted Pedro
Copywriter: Chris Vena
Want to see more cool video ads like this? Do check out this Platinum Winner winning ad in the 2020 MUSE Creative Awards today!
