Campaign Strategy

The Challenge

With music being one of the biggest passion points for Axe’s young, male audience, the question was how can a grooming brand step into the music space in way that feels authentic in the long term?

The Solution

We developed the global Axe Music platform, launching it with the audience’s favourite DJ – Martin Garrix. We created a music video for his summer smash hit Burn Out (click to watch), seamlessly integrating his limited edition Axe can which sold out in a day online and in stores. It was the first music video to use the Youtube Premieres functionality – with thousands of fans engaging in a conversation around it before it even came out.