Axe Shower Gel - So cute

Copy: "If you use a woman's soap, you'll smell like one."
(Si usas un jabón para chicas, olerás como una chica)

Agency: VegaOlmosPonce, Buenos Aries, Argentina
Creative Directors: Hernan Ibarra, Walter Aregger & Hernan Ponce
Art Directors: Ignacio Ferioli & Luis Ramirez
Copywriter: Joaquin Cubria
Director: Marcelo Burgos
Assistant Director: Fernando Trullols
Production Company: Garlic films
Executive Producer: Alvaro Gorospe
Director of Photography: Pancho Alcaine
Film Editor: Pablo Plant
Post Production: MIOPÍA
Sound: Swing Musica & Audio Post

Axe Day & Axe Night

Copy: "New Axe day & Axe night. One is suitable for general audiences, the other is not."
(Nuevos Axe día y Axe noche. Uno es adecuado para todos los públicos, el otro no)

Agency: Vegaolmosponce, Argentina
Creative General Directors: Hernan Ibarra, Walter Aregger & Hernan Ponce
Creative Directors: Ricardo Armentano & Analia Rios
Art Director: Jorge Sarudiansky
Brand Group Director: Nestor Ferreyro
Brand Planning Director: Diego Luque
Brand Planner: Rodrigo Garcia
Brand Assistant: Francisco Odriozola
Production Company: Rebolucion
Agency Production Manager: Roberto Carsillo
Agency Producer: Selva Dinelli
Executive Producer: Patricio Alvarez Casado
Producer: Axel Linari
Assistant Director: Santiago Aicardi
Director Of Photography: Cristian Cottet
Film Editor: Patricio Pena
Post Production: Metrovision
Animation: Gizmo
Music: Swing Musica
Sound: No Problem

Rexona Skin Care - Paper Doll

Client: Rexona deodorant
Agency: Vegaolmosponce, Buenos Aires, Argentina
Executive Creative Director: Hernan Ponce
Creative Directors: Ricardo Armentano & Analia Rios
Art Director: Pedro Losada
Copywriter: Jose Pereira
Production Chief: Roberto Carsillo
Production Companies: Gorgeous Enterprises (London) & Pioneer Productions
Director: Peter Thwaites
Executive Producers: Paul Rothwell & Flora Fernandez Marengo
Producer: Mercedes Tarelli
Direction Assistant: Lula Varsky
Director of Photography: Carlos Ritter
Art Director: Veronica Romero
Animation: Passion Pictures
Doll Design: Marguerite Sauvage
Music: CCCI
Sound: La Casa Post Sound

Axe 3 - Integrated Campaign

Axe 3 is a set of two deodorants whose fragances called "1" and "2" work independently but, when mixed, create a third fragance: Axe 3. This product proposition, novel from its very conception, required a high impact campaign to generate product trial and, at the same time, needed to be anchored in the territory of seduction (Axe's territory) while fundamentally not leaving any doubts regarding what the product was communicating: mixable fragances. The campaign was thought out in such a way so that the consumer would receive the clear message that is good to mix, and that when it comes to seduction, they could expect even better results. Each medium had at its base the mix of women but approached from a specific angle, thereby managing to take ownership of the world of combinations/mixes.
(Axe 3 es un set de dos desodorantes cuyas fragancias llamadas "1" y "2" trabajan independientemente pero, cuando son combinadas, crean una tercera fragancia: Axe 3. Esta propuesta de producto, innovadora desde su mismo concepto, requería una campaña de alto impacto para generar la prueba del producto por parte de los consumidores y, a la vez, necesitaba ser anclada en el terreno de la seducción (el territorio Axe) sin dejar lugar a dudas sobre lo que el producto quería comunicar: fragancias combinables. La campaña fue pensada de tal manera que el consumidor recibiera el claro mensaje de que es bueno combinar, y que en lo que a la seducción se refiere, podía esperar mejores resultados. Cada medio tenía como punto de partida la combinación de mujeres pero enfocado desde un ángulo especifico, de manera que se lograra controlar el mundo de las combinaciones/mezclas)

Copy: "Mixing is good."
(Mezclar es bueno)


"Executive + Volley Player"
(Ejecutiva + Jugadora de Voley)


"Schoolgirl + Skier"
(Colegiala + Esquiadora)


"Psychologist + Swimmer"
(Psicologa + Nadadora)

Agency: Vegaolmosponce Argentina
Executive Creative Director: Hernán Ponce
Client Service Director: Vanina Rudaeff
Integrated Communications Director: Gonzalo Vidal
Creative Directors: Sebastián Stagno & Rafael D'Alvia
Regional Brand Director: Néstor Ferreyro
Integrated Creative Director: Marcela Augustowsky
Integrated Brand Director: Hernán Zamora
Copywriters: Matias Corbelle & Diego Sanchez
Integrated Art Director: Juan Manuel Blasco
Integrated Copywriter: Julian Ibarlucea
Brand Planning Director: Diego Luque