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'Get Axe. Go places. See where it takes you'

Creative 0 Add to collection

Over 43,000 downloads of the mobile phone app in Thailand

'Get Axe. Go places. See where it takes you'

 

Get Axe. Go places. See where it takes you.
 
Together with BBH Asia Pacific, Axe has launched a regional brand campaign aimed at getting back to basics. Giving guys a good time. But not stopping there. We want them to live more interesting lives, to boldly step out and see where it takes them.
 
All campaign elements lead to the app, Axe Dare which is designed to get you off your couch, doing stuff. The App will pit you against your friends in a series of fun, interesting and flirtatious challenges dares. Check out the app on https://apps.facebook.com/axedare/?fb_source=search
 
The campaign has already shown impressive results, with already over 43,000 downloads of the mobile phone app in Thailand since it launched.
 
BBH launched the campaign with a big, hum-dinging TVC. 60 glorious seconds of a young man having the time of his life and meeting beautiful girls. Part documentary, part real life, a young man sets off on a journey. He sprays Axe and gets women, lots of them. It is basic, classic Axe. To inspire and challenge guys to go and create their own adventure. To “See where it takes you”
 
The film was shot in Chile over four days with two of Latin America’s most sought after directors, Nico & Martin.  The lead actor, Augustin, had his heart broken on a daily basis. Adding drive is the soundtrack, “I want you so hard” performed by Eagles of Death Metal.
 
Peter Callaghan, the Creative Director on Axe said:
 “Blah blah blah, marketing stuff. But really, it’s the classic romantic tale of young love. Boy meets girl. And girl. And girl. And girl. And girl. And twins, and another girl and so on. Timeless, heartwarming”
 
There is a lot of additional content around the campaign which all lives on Youtube. Check it out, “Undressing” is all it promises to be. You can take on a female body builder or enter a blinking competition.
 
The campaign has launched in Thailand, Malaysia and Australia. 
 
 
 
 
Account Team:
Ara Hampartsoumian – Business Development Director
David Webster – Business Director
Rachel Kornafel – Associate Account Director
Samantha Dalton – Account Executive
 
Planning:
Frank Reitgassl – Head of Planning
Adil Ismeer – Account Planner
James Sowden – Engagement Planning Director
 
 
TVC:
Kristin Armstrong – Head of Production
Richard Mayo-Smith – Producer
Wendi Chong – Producer
Steve Elrick – Regional ECD
Peter Callaghan – Creative Director
Paul Downs – Art Director
Chiao Woon Lim – Senior Copywriter
 
Print:
D’or Tey – Print Producer
Lesley Chelvan – Operations Manager
Peter Callaghan – Creative Director
Paul Downs – Art Director
Kenneth Foo – Art Director
 
App/Banners:
Nicolyn Marino – Digital Producer
Peter Callaghan – Creative Director
Paul Downs – Art Director
Alexander Lim – Copywriter
 
App Development:
Monterosa
 
Production Company:
Primo (Buenos Aires)
Nico & Martin – Directors
Victoria Piantini – Producer
Paco Femenia – Cinematographer
 
Music:
The Eagles of Death Metal “Want you So Hard”
 
Sound Design:
Fuse Asia
 
Post Production:
The Mill
 
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lbbonline.com, Tue, 30 Oct 2012 10:12:13 GMT