We all know the power of scent when it comes to attraction. Axe/Lynx has been trading on that for decades. The brand has used its power of scent in many clever ways over the years, but none as witty as this idea by LOLA MullenLowe.

Everyone has experienced leaving a garment at a crush’s place. But Axe’s garments are MEANT to be left at a crush’s place. The OOPS-I-FORGOT-THIS-AT-YOUR-PLACE COLLECTION includes beanies, t-shirts, shirts, left-foot socks, and bandanas, each with a unique scent, meant to create a nice opportunity for a second date.

“People would tell us they often have taken a piece of clothing of their partner because it reminded them of how he smelled. We wanted to play a twist on that insight and help our guys feel confident to get a second chance -in case they were not quite confident the first time,” stated Francisco Cevasco, senior global brand manager at Axe.

Tomas Ostiglia, executive creative director of LOLA Mullen Lowe, added, “Being able to add more excitement to the power of an iconic fragrance like Axe with a fun and playful idea like this one, is a nice way to further strengthen the bond between our audience and the brand.”

People can purchase the “OOPS-I-FORGOT-THIS-AT-YOUR-PLACE COLLECTION” through delivery apps like Rappi or through interactive vending machines during Valentine’s Day month.

Credits:  

Client: AXE
Global Brand Director: Caroline Gregory
Senior Global Brand Manager: Francisco Cevasco
Senior Global Brand Assistant Managers: Florencia Villar & Angel Martinez

Lead Agency:  LOLA Mullenlowe (Madrid)
Executive Creative Director: Tomas Ostiglia
Creative Directors: Kevin Cabuli, Jorge Zacher
Copywriter: Augusto Callegari
Art Director: Pedro Mezzini
Managing Director: Tom Elliston
Account Director: Catalina Aguirre
Account Supervisor: Cristina Panea
Head of production: Felipe Calviño
PR Team: Enrique Caballero

IPG Global 
Global Business Director: Federico Duberti
Global Strategic Planner a Gerard Crichlow

Directors: Holzman & Cabuli
ExecutiveProducer: Nano Tidone
Producer: Eva Manzi
Line Producer: Rosario Cappa
DOP: Mariano Monti
Art Director: Valentina Luppino
Wardrobe: Soledad Muñiz
Editor: Joaquín Pellarolo
Post-production Coordinators: Aldo Ferrari & Miranda Schwartz