LOLA MullenLowe, Bizarrap, and AXE came together in an unexpected collaboration to remix one of their best fragrances: AXE BLACK REMIXED. The brand partnered with Bizarrap, the Argentine composer, producer, and current hit-maker, to add a fresh twist to their iconic fragrance.

We’re all familiar with the challenges that come with those initial moments of attraction. That’s why AXE (& BIZA) are offering an amazing fragrance with an extra boost of confidence, this time by harnessing Biza’s iconic ‘hand-up’ cheer-on gesture, which he extends to every artist that collaborates with him, and now even to an everyday guy.

In the film, we witness a young man applying AXE’s new fragrance, which features hints of frozen pear, cedarwood, and, unexpectedly, notes of BZRP. After applying the fragrance, a magical journey unfolds as the power of that fragrance takes the form of BZRP, who encourages our hero in every step of the way on getting with his crush. In the end, after a BZRP concert, it is she who catches a whiff of the incredible fragrance on the boy, and this time, she is surprised to see BZRP encouraging her to express her feelings for him as well.

 

“Working with AXE again has been fantastic; adding talent like BZRP, who even became involved in the campaign’s music, has made the experience even more exceptional.” – Tomás Ostiglia, executive creative director at LOLA MullenLowe.

“Putting together fragrance, music, with AXEs insightful humour and integrating BZRP in such an organic way, was an exciting challenge that turned into this amazing campaign” – Caroline Gregory, global brand director Axe / Lynx.

The campaign is live in LATAM, USA, and Spain on TV, radio, OOH, and digital.