AXE | Sex Education.
Unawkard the awkward.
Two sexy worlds collide with Axe, the brand that helps guys get closer and Sex Education, the Netflix show.
The result was to rewrite the "Bring Up Men" book that aims to #unawkwardtheawkward for guys by sharing real life fails in love, sex and dating.
The Teaser
Before Season 2 of Sex Education began on Netflix, we teased the campaign with a trailer of Otis editing his mom’s book, “Bringing Up Men” taking over what was done at the end of Season 1.
Chapter 1
The book ran on Insta stories and the user made each page animate by tapping the work in stories.
Each chapter was dedicated to a subject that guys struggled with and Otis and his mates would pop in get them talking...
...and then the whole project was paused indefinitely by COVID 😷🤧. Back to awkwardness…