Unilever-owned fragrance brand AXE, in collaboration with LOLA, has launched a new global campaign titled “Smell Your Best When You Look Your Worst.” Built as a multi-platform initiative, the campaign spans film, print, out-of-home (OOH), social media, and experiential activations, alongside the rollout of special-edition AXE cans across key markets.
The campaign begins with “Airplane,” the first of seven films set to release during the FIFA World Cup cycle. The remaining six stories will each follow a passionate football fan from a different country, celebrating the cultural quirks and unique rituals of supporters around the world.
In Airplane, a devoted Mexico supporter receives help from his neighbours to build an oversized trophy costume to cheer on his team. The outfit is hilariously awkward—and causes chaos when he boards a flight, drawing confused reactions from the crew and fellow passengers. Yet the twist reinforces the campaign’s central idea: even when you look your worst, you can still smell your best.
Despite the absurd costume, the passenger seated next to him can’t ignore how good he smells—at least according to AXE. Notably, the giant trophy costume is a real prop, crafted by specialists without the use of CGI, giving the film a handmade authenticity that will carry through the rest of the series.
Each upcoming film will spotlight a fan from a different nation, creating a steady stream of culturally rooted stories throughout the summer while keeping the campaign fresh and globally relevant.
Read more: A Bold Play in the Cola Wars: The Choice | Pepsi | Super Bowl
The campaign arrives ahead of the 2026 FIFA World Cup, expected to be the largest in tournament history with 48 teams, 104 matches, and an estimated global audience of six billion viewers. For AXE, entering its first World Cup cycle, the tournament represents a major opportunity to connect with football fans worldwide.
Under Unilever’s FIFA partnership running through 2027, several personal care brands—including AXE, Dove Men+Care, and Degree—will activate across both men’s and women’s competitions with separate campaigns.
As Unilever’s leading global men’s fragrance brand, AXE will extend the campaign beyond media through special-edition packaging and retail activations, creating strong in-store visibility across the three host countries as well as key football markets in Europe and South America.
For more updates, follow Markedium Campaigns
If you want us to take a look at one of your campaigns, click here to submit
Leave a comment