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.