Social Media Influencers Flip the Haters in Axe's Fine Fragrance Campaign

What better way to prove that Axe’s new Fine Fragrance is the G.O.A.T (Greatest Of All Time) than by creating a reality TV experience with some of the biggest lifestyle and perfume influencers in the world right now. Axe worked with Fresh Films' Luiza de Moraes, known for her documentary work and hands on approach to filming, embodying the Axe fun spirit of not taking itself too seriously.  

Bringing together the leading social media influencers in perfume and lifestyle, to test their Axe hating expert noses live on film. Luiza created a fun spontaneous filming experience, putting the influencers reputations on the line if they make the wrong call. 

The shoot was a mixture between a reality TV show and watching a live soccer match as no one knew which way it would play out. The influencers had no idea what the product was - it was a closed set - making the result completely uncontrollable. As it happened in real time  the film creates an authentic and unbiased experience for viewers, and an adrenaline rush for all involved.

Luiza said of the experience, "Filming Axe was one of the most fun experiences in my professional life as a commercials  director. As I conducted the blind smell test I held a strict poker face - which in my case was just smiling to everything. Everyone on set was electric as we were all watching them smell the product and say whether they liked it or not. One of the most fun experiences I’ve ever had!’

And did the influencers sniff out Axe’s G.O.A.T? You’ll have to watch it to find out.