Campaign details
Brand: Unilever / AXELead agency: Mindshare IndonesiaCountry: Indonesia
Strategy
Objective
Indonesia is a young country with roughly 30 percent of the population under the age of 30 years. With the rapid urbanization & digitization, there are critical shifts in the consumer environment. Women have become more empowered, equal, especially in romantic relationships. The definition of masculinity for Indonesian men is slowly shifting.
Only 3 out of 10 men believe they are handsome (Ganteng). Ganteng is the combination of inner and outer beauty; by loving what you have (styling, skin care, & body).
AXE,...