ABOUT

I led a partnership between the Global young guys' deodorant brand Axe, and Netflix's hit show Sex Education. As a brand about attraction, this partnership was about helping to support the confidence crisis amongst guys in the dating game. Dating and attraction has never been more confusing and Sex Education is a fantastic property that can edutain young guys, so it felt like a perfect alignment.

We executed the partnership with a series of digital content which brough to lfie the iconic book from the series and also via on-pack and in-store.

Across key markets including US, NL & DE, we saw a very postive reception to the campaign with impact on affinity as well as in sales.