Axe - Boys Do Cry

For AXE Turkey we challenged the “Boys Don’t Cry” mantra. The campaign, “Boys Do Cry”, redefined masculinity for men in sync with their feminine side.

We created a microsite and exhibited bio-art made from tears of men. Every tear art uncovered the complexity in masculinity.

Project case study:
http://masunu.com/work-axe-boysdocry.html