The 0.1% Effect
AXE
A high stakes axeperiment into the effects of smelling good.
A Liverpool University study found that smelling great can improve your skills. With the League of Legends World Championship coming up, Axe felt obliged to find out if this applies to gaming too. So, we set out to answer the question: Does smelling better help you play better?
We put the theory to the test in an unprecedented experiment, captured in a short, streamed documentary. With the help of four top gamers from all over the world, we monitored gaming results with and without using Axe, and found a (somewhat) shocking result: The 0.1% effect.
Lola Mullenlowe //
Copy + Creation
TRAILER
Then, things started to get out of hand when RiotGames, official sponsor of the LoL Worlds, ruled Axe body spray a performance enhancing substance and—effective immediately—banned its use from the tournament. Making history as the first fragrance that became considered doping. The controversy was settled: wearing Axe improves your performance.