‘Project You’
With its goal to encourage men to embrace their unique style — whether it be romantic, sophisticated or understated — fragrance brand Axe launched its latest campaign “Project You.”
With its new campaign, the brand also revealed its new breed of Axe guys who have achieved success in their respective fields: chef
Nicco Santos of Your Local and Hey Handsome; rapper Curtismith, street artist Jappy Agoncillo and film director Gino Santos.
Brand manager Jeremy Chua-Yap said, “Axe has always been about giving guys the best shot at success, and that’s what we are continuing to do with Project You. We want to give guys out there the opportunities they may not be able to get elsewhere, and we want to see what they’ll do with these.”
Project You is a series of four master classes, where each class is hosted by an Axe guy where he will share his knowledge in his field and invite participants to take part in a challenge.
During the launch, the Axe guys took over four different bars in the hip Poblacion area in Makati for their master class. Chef Nicco Santos held his Innovating Tradition Class (putting unique twists to traditional dishes) at Bucky’s and Smokeyard. For his class this March, chef Nicco will choose a winner among the participants, who will have a chance to join his team as a sous chef for a month for the much-anticipated Madrid Fusion.
Meanwhile at OTO, Curtismith invited guests to explore their creativity through a free rap session called Word Shop. For his class in April, Curtismith will provide the beats for the participants who will focus on songwriting. The chosen best tune will be co-produced by Curtismith himself and the winner will get to perform it in future gigs with the artist.
At Pura Vida, Jappy and his guests sprayed graffiti over a wall, and decorated their own tote bags. His class in May, Art Wars, will challenge participants to complete an artwork with a limited amount of time. The winner will then collaborate with Jappy on his next big project.
In Polilya, Gino staged a 180-degree photo wall, capturing guests from all angles. His class, Beyond Cinema, will be held in June and will challenge participants to come up with their own synopsis for a short film, from which he will choose one to co-produce and help enter into a film festival.
These opportunities provided by the Axe ambassadors will give each winner a shot in the real world.
Are you up for the challenge? If you’ve got something, work on it.