Axe has always been about bringing people together. In 2014, BBH London did this in the name of peace. TV and print kicked off a global campaign that saw Axe partnering with, and donating a portion of profits to, leading peace charity Peace One Day. To launch Axe Peace in press, BBH subverted the familiar menace of military iconography, turning images of war on their heads in a campaign that gives the Victorian era war dioramas a surprisingly romantic twist.
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