AXE is a leader in embracing the chaos of the internet. When Emily Zugay redesigned our logo, we didn't just lean in—we harnessed her signature brand of chaos for a full-scale campaign.

Emily is famous for her unsolicited logo redesigns. When it was AXE’s turn, we went beyond a profile swap or sending a care package. We went all-in, starting with a social content series that introduced her "axe AXE" can to the world and ending with an exclusive partnership with Walmart.

The campaign embraced Emily’s unique brand of humor, matching the energy that her fans had come to adore. We unveiled the launch through our feeds and kept audiences engaged. Emily was named AXE’s Big Boss on LinkedIn as we rolled out content that prominently featured the can, maintaining hype until it’s drop at Walmart.

We turned a meme into a tangible, sold-out product. Joining forces with Walmart, AXE became the first brand to bring a Zugay original to a global retailer, completely selling out just days later.

When presented with internet chaos, AXE didn’t just watch. We went all in, resulting in…