The Work

Axe – Axeperiments

Cairo-based Digital Republic, which recently launched an operation in Dubai, created a campaign for Axe to find out how men can attract ‘hot women’. The campaign was based on an interactive YouTube video where viewers could experiment to see what attracts such ladies.

Project Axperiments
Client Axe – Unilever
Creative agency Digital Republic
Creative director Karim Yusuf
Copywriters Mohamed Ghazy, Mostafa Kerdani
Senior digital media consultant Hassan Daoud
Digital media planner Ahdab Badr
Social media specialist Ahmed El-Sadek
Director/executive producer Mostafa Al Faramawy
DOP Hussein Assar
Producer Emad Khatab
Art director Ahmed Payez
Post-production company Codex