BBH Asia-Pacific conceptualised the campaign, whose creative strategy was to show that Axe Vice makes men so seductive that it ‘turns nice girls naughty’.
Thus, each execution shows different Asian ‘nice girls’—such as a librarian and a schoolteacher — seductively captured in a police mugshot, for their Axe-induced mischief.
The print and postcard ads are running in the Philippines, Thailand, India and Indonesia to begin with. However, varying levels of conservatism per market required BBH to produce localised versions.
For example, in Indonesia, which has restrictions against the amount of exposure of bare skin, the ads were staged to show the observers’ reactions rather than the girls.
The strapline in Bahasa Indonesia reads, ‘New Axe Vice. Makes girls do crazy things’.
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