Unilever’s AXE partnered with Talent Resources to address brand perception and rebuild cultural relevance through high-impact talent procurement and experiential activations. The campaign generated major PR and social moments across three Super Bowls, two Sundance Film Festivals, and three consecutive summers in the Hamptons. These experiences connected AXE with editors, influencers, creators, and entertainment personalities while generating sustained social and press exposure. The strategy ultimately contributed to AXE returning to growth during the three-year campaign period.