2014 Winners & Shortlists

The Brief

Get people to sign up for the global competition which would send men into space, just so they can seduce the girls upon their return.

Describe how the promotion developed from concept to implementation

AXE turned cinemas into briefing sessions, thus transforming cinema audiences for movie watchers into potential new recruits.

Describe the success of the promotion with both client and consumer including some quantifiable results

We had just under 500,000 entries from the MENA region.

Explain why the method of promotion was most relevant to the product or service

The campaign is all about sending men into space, what better way than have a Sgt Admiral from the AASA Space Academy talk directly to them.