Axe Instinct - Unleash the Power of Leather

Axe - Chocoman Hunter

Participants hunt for chocolate-flavored “Chocoman”, the CM character of AXE Darktemptaion, using their cell phones and compete with each other over the number of points accumulated to win the prize money.

The mobile website recorded about 3 million PV, and about 1 million AXE products were sold during this term.

More about the campaign here

Lynx- Unleash The Man Leather

Unleashing The Roar

Client: Unilever
Agency: BBH, London
Creative Director: Rosie Arnold,
Johan Tesch
Art Director: Adam Thompson
Copywriter: Dan Glover-James
Agency Producer: Georgina Kent
Production Company: Passion Productions
Director: Mike Mort
Music Artist: Cody Chestnut
Song: Look Good in Leather

Axe “Conversation” Effect

Good one by Axe, on this branded entertainment experience, interviewing over 100 girls about the Axe Effect products. Listening to consumer is great when it isn’t merely a buzzword on your Powerpoint. And it shows how Axe is starting to position itself beyond their core teenager target.

Axe Detailer

A shower tool for men. Available in packs of 4 on Amazon.

AXE - Hair Crisis Relief

Ever wanted a room full of women focused on critiquing your personal appearance?

to the new Axe 100 Girls site, which supposedly shows if your hair is "girl-approved." The faux Web cam is part of the Axe Hair Crisis Relief campaign, which recently hurled a pig and a bucket of water at an unfortunate young man.

Lynx - Get in there

50% of people online in Europe have asked someone on a date using email, 20% of guys between 16-24 met their girlfriend online. Guys are spending more and more time playing the seduction game online. This posed a threat to the brand promise. We needed to encourage guys to get back out there chasing girls in the real world, by equipping them with the right knowledge and tools. Using the mobile phone is the best way to do this. Guys have it on them all the time and it's with them when they're out chasing girls. Their challenge was to encourage boys who flirt online to get out there talking to real girls, where the Lynx product can play a role. A series of 6 mobile applications were created, the first 2 are sonic tools aimed at a girl's laughter spot: Lynx FX - a smorgasbord of witty sound effects to your night out. Fit Girl Finder - sat-nav for your love life. A honey radar & heart beat monitor rolled into one. The Lynx Get In There UK campaign officially launched in February of 2007. There have been an impressive 40,000+ downloads of the mobile content from lynxeffect.com and through viral spread. Silver Media Lions Winner, 2008.

Agency: BBH London, United Kingdom.

Axe Anthem

Production Company: Mekanism (Tommy Means)

Axe - Calendar

As wrapping the female students' dormitory in the shape of calendar and using Axe for a month throughout March, They aimed for the expression that a new female can be met on a daily basis, to promote the brand image and preference for Axe.

Agency: When Gee Seoul, South Korea.

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Axe - Body Language

Bronze at Clio 2009

Advertising Agency: ponce buenos aires, Buenos Aires
Sound Design Company:No problem, Buenos Aires
Executive Creative Director:Hernán Ponce/Walter Aregger/Hernán Ibarra
Art Director:Juan Manuel Montero
Director:Luciano Podcaminsky
Editor:Eliane Katz
Production Company:Rebolución, Buenos Aires
Music Company:Animal Music, Buenos Aires
Agency Producer:Roberto Carsillo/Selva Dinelli
Account Executive:Nestor Ferreyro/Francisco Odriozola
Copywriter:Rafael Santamarina
Executive Producer:Patricio Alvarez Casado
Other:Vanina Rudaeff (Client Services Director)

Axe - Day and Night

Silver at Clio 2009

Advertising Agency: Ponce, Buenos Aires

Executive Creative Director: Hernan Ponce, Walter Aregger, Hernan Ibarra

Creative Director: Ricardo Armentano, Analia Rios

Art Director: Pedro Losada

Production Manager: Roberto Carsillo

Account Executive: Nestor Ferreyro, Francisco Odriozola

Copywriter: Antonio De Federico

Photographer: Martin Sigal

Other: Client Services Director: Vanina Rudaeff

Axe Dry Sharp Focus: Paranoid Eye

Product: Axe Dry Sharp Focus
Agency: Vegaolmosponce, Buenos Aires
Creative Director: Joaquin Cubria
Art Director: Roberto Carsillo
Copywriter: Jose Silva
Director: Hernan Ponce

AXE: "1 man vs. 6.000 women"

How to turn the wellknown Axe effect into a live stunt. 

Every year Europe's largest womens running event takes place in Aarhus, Denmark. More than 6.000 women paticipated in the race and an enourmous crowd along the roads was following the event. Immediatly after the race begins, a man in an AXE T-shirt jumps over the fence approximately 100 meters after the starting line. He begins to spray himself with AXE deodorant and start to run along the route, when the 6.000 women gets near him. From the point of view of the spectators along the road, they saw a man - wearing an AXE T-shirt - that was being hunted by over 6.000 woman. 

Great stunt!

Agency: Uncle Grey Aarhus, Denmark.