Almost a year ago, AXE visited the OOH scene in Greater Cairo. The campaign arrived with attitude, clarity, and a firm grip on how to speak to the street without trying too hard. At the heart of the campaign were two standout scents from AXE’s Premium Collection: Cherry Spritz and Black Vanilla. The visual design was sleek and bold. With a dark backdrop and rich ingredient cues like cherries, vanilla swirls, and citrus pops, the billboard delivered a look that was fresh and eye-catching without being cluttered. What truly set the campaign apart was its tone. AXE didn’t try to dress things up or speak in polished brand language. Instead, it leaned into casual confidence. The copy was sharp and rooted in local flavor, sounding more like something you’d hear in conversation than read in an ad. It gave personality to the product and made it feel accessible while still elevated. In a market crowded with glossy, overproduced visuals, AXE chose to keep it direct, bold, and memorable. This campaign wasn’t just about body spray. It was about showing up with presence, owning your scent, and doing it with a cool, effortless charm that stuck with anyone who saw it. For the campaign’s types, locations, budgets, media plans, and more, check out MOOH, the monitoring out-of-home intelligence data provider in Cairo and Dubai.
