Axe X sex education:
#Unawkward the awkward
No awkward Mum chat. Just real talk, from real people.
Two sexy worlds collide with Axe, the brand that helps guys get closer, and Sex Education the Netflix show that talks about…
well, sex.
The result is a book on Instagram stories called “Bringing Up Men” that aims to #unawkwardtheawkward for guys by sharing real life fails in love, sex and dating.
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.
Otis’s new spin on “Bringing Up Men” was created to inform and inspire teens to find their confidence by unawkarding the awkard and encouraging them to make connections in real life.
Each chapter was written by a character from the show and featured real stories from actual teens and the cringe-worthy situations they’ve encountered whilst dating. The honesty and relatability of these stories will hopefully release the pressure guys feel by opening up the conversation to help instil confidence for those who have dealt with similar situations.
To cater to a generation that doesn’t read, this modern playbook’s chapters lived exclusively on Instagram, YouTube, Snapchat, and AXE.com.
Creative Directors: Benny Everitt, Adam Koppel,
Creative Directors: Chris Colliton, Kevin Weir
Copywriters: KC Hong, Taylor Black
Art Directors: Renée Lam, Jonay Urbina