AXE: Body Spray

2023 BC Sprint Winner

The Martin Agency asked us to get Gen Z men excited to go buy AXE in stores.

In the past AXE has pitched attraction as the best source of confidence. But, attraction certainly isn’t reliable for the pockmarked mid-puberty men who make up their core audience. We found a better source, and our strategy — Realign Gen Z men with the strongest source of confidence: their friends.

Pitch Video

The Experience

STEP 1: Buy a can of AXE and scan the code.

STEP 2: Submit one of the current dares.

Dares and smaller prizes are rotated and awarded frequently, while the big ticket prizes are completely
one-of-a-kind.