AXE
Brandcenter Sprint Winner
THE ASK
get guys to go in-store and purchase our product.
THE SITUATION
The “new” Axe Effect keeps its sight on attraction, while subtly flirting with confidence.
THE PROBLEM
Inner confidence is the foundation of attraction, however teen guys are notoriously self-conscious.
To form their identities, young guys need a safe outlet to try new things without fear of breaking the status quo.
THE OPPORTUNITY
THE REALIZATION
Teen guys have the guts to do just about anything to get a reaction out of their friends.
THE STRATEGY
Align Axe with teenage guys’ strongest source of confidence: their friends.
Axe hosts a series of confidence-building dares through purchase of their cans for a chance to win exclusive prizes.
THE IDEA
THE CAMPAIGN
SMELLS LIKE A DARE.
THE Pitch
Building confidence to be yourself is worth the risk of putting yourself out there. And Axe is proving that.
THE EXPERIENCE
STEP 1
Buy a can of Axe and scan the sticker QR code to go to the microsite.
STEP 2
Submit one of the current dares via video upload or social media.
STEP 3
These prizes allow AXE to insert itself into subcultures and build authentic social credibility. Dares and smaller prizes are rotated and awarded frequently, while a new Big One is up for grabs each month.
Win epic prizes and experiences.
The Ads
We teased the dares in big-box stores to get people into the adventurous mindset.
To promote the experience, we flexed prizes on TikTok, Snapchat, and YouTube shorts.
Partnering with well-known challenge YouTubers will create more buzz for the aspiring adrenaline junkies.
THE TEAM
Art Direction: Alyssa Moreno
Copywriting - Ryan King
Experience Design - Paul Noonan, Vanessa Tu
Strategy - Will Russell, Sabelle Chambers