AXE/ LYNX: BOM CHICKA WAH WAH
Integrated global campaign:
Creative lead and copywriter for Television, Digital, Music Video, Packaging, Social, Event, Retail.
Axe reformulated the ingredients in their line of bodysprays to improve the scents. This campaign was a global effort to reinvigorate sales by highlighting how this scent improvement could translate across cultures.
Being an international campaign, it relied on a certain common language and genre that many young guys could understand.
My partner and I created the overall integrated campaign concept. We also wrote and produced the global television, print, online, outer-experiential, packaging and social components. Films were directed by Mike Maguire and we shot on location in LA and Sao Paulo.
GLOBAL TV LAUNCH
The campaign needed to stay close to the tongue-in-cheek, sophomoric humor of the Axe brand but without being too literal.
My creative partner Caprice and I were responsible for steering the entire integrated concept under ECDs William Gelner and Rosie Arnold. This included global television, packaging, digital, social and experiential events.
INTEGRATED CASE STUDY
The integrated campaign spawned thousands of user-generated homages and the spots have been viewed over 20 million times on Youtube. It was a finalist for a Cannes Titanium Lion.
The campaign was also featured in articles covering the use of adaptation and language in global branding, as well as in Luke Sullivan's bestselling book on advertising, "Hey Whipple, Squeeze This."
“...”You can also try creating a whole new adjective that alters the playing field in your favor. (Axe cologne’s “Bom Chicka Wah Wah” comes to mind.)
The right adjective, the answer, will come out of the product. Or from your customers. Ask them. They know the answer.””
AXE LAB
Integrated campaign:
Print, Digital, Experiential, Event, Retail, PR.
BBH worked with Axe to invent a fragrance called Axe Lab. A more refined Axe scent, we positioned as ‘The Leader in Pharmasexual Research', aimed at a slightly older audience.
The project encompassed everything from the formulation of the actual scent and design of the packaging to the creation of the integrated campaign. Working with a small team, my partner and I were tasked with the launch campaign that included creating the print, outdoor, digital, sampling, experiential and sweepstakes components.
Recognition included One Show Titanium Finalist and Cannes Integrated finalist
PHARMASEXUAL EXPERIMENT PRINT
Inkblots showed quite apparent 'hidden' shapes. By the time you saw them,
the experiment was over.
ONLINE EXPERIMENTS
On top of concept and copy, I also design directed Axelab.net, where guys could interact with research applications to explore the effects each particular scent formula might instigate.
The campaign culminated in the ultimate experimental lab during a party we hosted at the Playboy Mansion.
REAL-WORLD EXPERIMENTAL LABS
Real labs were developed and launched around the country so guinea pigs (ie; guys) could try out the real-time effects of Axe Lab for themselves.
BAR, OUTDOOR AND PROJECTIONS
