Get Axeinated
AXE
CASE
A US vaccination campaign to revive attraction responsibly.
When Americans started flaunting their #vaccination status in their dating profiles, Axe, the ultimate advocate for attraction, was all for it. But we had to remind them there's another important step before you can safely get close again: you also have to smell good. That's why we developed a hi-tech solution in record time to get men everywhere ready to head back into the dating world: Axeination.
First, we warned guys to get Axed up before trying to hook up in a PSA-style ad featuring our special Axeination Kits that each contained an Axe can, instructions and even a selfie-ready Axeination certificate.
Lola Mullenlowe //
Concept + Copy + Creation
Press //
Adweek
AdAge
LBB
TrendHunter
Marketing Dive
PR Newswire
WERSM
PSA
The kits premiered at an event in Atlanta, Georgia—the state with the lowest Gen Z vaccination rate—where Atlanta influencer Tray Bills performed live Axeinations at our pop-up Axeination Center.
And by collaborating with Snapchat, we told men how to get their pits on their own kits. Selling out twice in 24hrs and raising the brand's Gen Z engagement, Axe helped men everywhere to shoot their shot, after getting their shots, and smelling hot.