Twenty years on from the first use of ‘The Axe (or Lynx) Effect’, the men’s brand has moved on, with a new tagline, packaging, and positioning all aimed at a more mature consumer.

AXE has created the new Instagroom series, designed to inspire guys and give them the tools to achieve their own unique magic. Instagroom features 15 second videos that answer the most burning style and grooming questions guys are searching for online to help them amp up their personal style.

 
lYNX
 
 
FIND YOUR MAGIC
 
 
SERIES OF 33 X 15''
COMMERCIAL
Locations
 
Directed by MATT HOUGHTON
Produced by PULSE FILMS
Director of photography JAMES BLANN
2015