'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. 

 

 

See the film here: 
http://www.youtube.com/watch?v=5aU1vcPlM2o

 

 

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