Unilever: Axe Black silent entertainment
Campaign details
Brand: Unilever / Axe BlackAgency: J.Walter Thompson ManajansCategory: Cross Media/Cross Mobile Integration and Cross Screen Advertising and Lead GenerationRegion: EMEA
Objective
Axe launched Axe Black, an understated fragrance inviting men to 'Bring the Quiet'. But men were not just going to quit being loud. So we had to find a way to show them that silence was more attractive and fun.
Target audience
20+ men
Creative strategy
We transformed a building in the loudest centre of Istanbul to a music studio, surrounded with soundproof glasses. And...