Challenge BBH had developed a great TV script and competition prize but needed help fleshing out the bigger integrated campaign. Solution We turned it from a competition to win a trip to space to a recruitment campaign for astronauts to carry out Axe’s mission: ‘to reclaim Space for men with balls’. AASA was then created and a multi-phased, global recruitment campaign developed. The campaign consisted of social activation, product integration, physical stunts and viral videos - everything to help turn a great paid media campaign into a 360 degree integrated success.