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Axe for EsquirePhilippines
Strengthening Brand Connection through Native Video 

About Axe

Axe is a global men’s grooming brand known for its bold fragrances and youthful, confidence-driven campaigns. In the Philippines, Axe has embraced culturally relevant storytelling to connect with younger audiences and reflect their evolving lifestyles and identities.

Challenge

Axe Philippines wanted to strengthen its connection with Gen Z by associating the brand with creativity, individuality, and urban art culture. They partnered with Filipino graffiti artist Jappy Agoncillo for a native video feature on Esquire Philippines, a platform known for its sophisticated yet edgy editorial voice. The challenge was to create content that authentically celebrated Jappy’s art and personality while staying true to Esquire’s tone and subtly reinforcing Axe’s brand image.

Solution

I shaped the video concept, “Jappy Agoncillo Paints a Generation’s Statement in the Streets”, to bring Jappy’s personality and artistry to life by:

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  • Developing interview questions that drew out his inspirations, personal philosophy, and free-spirited approach to life.

  • Crafting the conversation to match Esquire’s intelligent, polished, and engaging editorial voice while subtly integrating the brand’s positioning.

  • Balancing close-up shots of his artwork with candid moments that revealed his personality, ensuring the brand association felt authentic rather than forced.

Results

The campaign delivered strong engagement:

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  • More than 110,000 Facebook views within the campaign period.

  • Became a standout content piece on Esquire Philippines, attracting attention from both art enthusiasts and the brand’s target audience.

  • Strengthened Axe’s cultural relevance among urban Gen Z audiences, reinforcing its image as a brand that celebrates self-expression and individuality.

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