AXE is going where only the elite few have gone before, and they’re giving fans the ultimate out-of-this-world experience: a trip to space. As part of AXE’S biggest product launch in its 30-year history, MATTER produced the brand’s first ever truly global launch event at the American Museum of Natural History to announce this news to the world along with the launch of the brand’s newest product line, Apollo.
We transformed Cullman Hall of the Universe into the AXE’s secret space headquarters – taking over 200 global media, influencers and brand partners from 20 countries through a fully immersive and authentic space experience. From top secret security clearance to a live Mission Control announcer, the event set the stage for the announcement and appearance by one of the first men to walk on the moon, Buzz Aldrin.
To encourage water conservation – and raise awareness of AXE shower gel – we asked young men to pledge to save water. But how do you get college kids to save water without massive personal sacrifice? Showerpooling. It’s simple: shower together, save water.
Our integrated campaign featured three animated spots, voiced by Hollywood actress Nikki Reed, which directed viewers to Facebook, where they could take the pledge. A 10-market college tour brought the idea to life with shower-themed games and cool Axe prizes, along with practical tips and resources. Based on early Unilever results research, purchase intent was up among18-to-24-year-olds. Good clean fun all around.