Unilever: Axe Spaceboys - turning a deodorant can into an experience brand
Shai Idelson
Campaign details
Client: UnileverAgency: Bartle Bogle HegartyBrand: Axe
Summary
Axe's success was built on famous broadcast campaigns that communicate the brand benefit of The Axe Effect in provocative and outrageous ways. But as we began to plan our 2013 campaign, changes were afoot. An increasingly fragmented media landscape and new technological possibilities enticed multiple brands to pursue activation and experiential approaches with mixed results. AXE wanted to get on the experiential train. Our problem was that for AXE, an FMCG brand...