2016 Winners & Shortlists

The Campaign

Axe was the brand that got you the girl, all you needed was a spray from that can. However, their new variant’s tone, Axe Black, now evolved to a more subtle and mature one with a platform based on grooming and music. We had to show guys the significance of subtlety and how important it is to “bring the quiet” or the way we put it in Arabic “Hedy El Le3b” because this is the new cool. We then had to introduce our concept to Egyptian men in a way they can easily digest and accept, which is where the women came in. When it comes to grooming, men listen to women’s opinion and that’s exactly what we did. They helped us deliver our new toned down message disguised in a video that sheds light on their dislikes and preferences. To bring the brand's new essence and our concept to life; we teamed up with 4 female influencers in Egypt and asked them to share what their idea of the ideal man is in an online video. On the streets we created a Pop up truck that carried life-sized Axe cans with new technology that turned vibrations into sound so fans created minimal music. We collaborated with a fashion label, and created a collection that took their signature designs and stripped them down into understated versions. On social media, the concept was fledged in a series of posts that cover different aspects where one can bring out their more refined self.

During the launch month when Axe Black was the number 1 variant and reached 60% of the total sales; currently it’s achieving 25% of total sales. On Facebook there was a total video reach of more than 8,300,000 and engagement reaching more than 600 thousand. The music in the online video was a hit that several fans requested the full version. On ground, there were more than 7 thousand visits to the pop-up truck.