After repositioning with their Find Your Magic brand campaign, AXE needed to find a way to focus sharply on product, whilst maintaining their core brand values of individuality and personal style and for men.

With the team at R/GA, I developed a unique mobile experience for men to find and develop their own look and the products they needed to achieve it. Unearth Your Thing is a fun psychometric test with 20 quick-fire, cultural questions in 40 seconds that help men to discover more about their individual preferences and find them a strong look based on their choices.

We used Shazam’s new image recognition to connect customers to tutorials and products at point of sale.