Co-creation is so hot right now.

Axe has teamed up with 25 college-aged customers to create the ad for their new fragrance, je m'excuse, body spray "Lynx Twist". The scent supposedly changes throughout the day (AdAge). As I think of locker rooms and high school jocks when Axe comes to mind, this ad is actually pretty cool and hip which are obviously great aspirational values for Axe to promote. Anyway, let's skip the talk and admire the great collaborational efforts from Axe. (!)