MullenLowe’s Ponce Buenos Aires Creates New Campaign for AXE

For men, hair styling can be an expressive means of projecting individuality and identity. For a few however, the habit of hair styling still comes with some obstacles. The new styling campaign, entitled “Not Just a Pretty Hairstyle,” aims to break down barriers men still have against styling their hair: men are oftentimes self-conscious about looking like they’ve tried too hard to look good for fear of being perceived as vain or shallow.

The campaign, created by AXE and MullenLowe’s Ponce Buenos Aires, understates the relevance of great hair, acknowledging that while a hairstyle is important, it should not become the sole focus of attention. Through a fully integrated campaign including TV, print, digital and social, Axe encourages men all over the world to experiment with their hairstyles and to express that unique “thing“ that defines each one of them.

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