1. Concept: The central concept of the "Axe Peace" campaign was to challenge traditional notions of masculinity and attraction. Instead of focusing solely on the idea of attracting romantic partners, it aimed to promote the idea that peace and unity were attractive qualities.

2. Message: The campaign conveyed the message that Axe believed in the power of attraction to bring people together, not just romantically, but also in a broader sense to promote peace and understanding among different groups and cultures.

3. Storyline: The campaign featured a short film titled "Love, Not War" that depicted a fictional story of a couple overcoming obstacles in a war-torn city. The film emphasized the message of love and unity amid chaos and conflict.

4. Visuals: The campaign's visuals often featured scenes of love and unity, with diverse groups of people coming together in various settings. It aimed to create a positive and inclusive image for the brand.

5. Global Reach: "Axe Peace" was a global campaign, reflecting Axe's efforts to connect with a diverse and international audience.

6. Digital and Social Media: The campaign leveraged digital and social media platforms to engage with its target audience and promote the message of peace and unity. It encouraged users to share their own stories and messages of peace using the hashtag #KissForPeace.

7. Brand Evolution: "Axe Peace" represented a shift in Axe's branding strategy, moving away from the hyper-masculine and often controversial messaging seen in earlier campaigns. It sought to align the brand with more socially conscious values.

8. Impact: The campaign received attention for its message and its departure from traditional Axe marketing. It aimed to create a more positive and inclusive image for the brand.