Cannes Lions

YOUNG AND MATURE

ponce buenos aires, Buenos Aires / UNILEVER / 2013

Awards:

1 Silver Cannes Lions
Case Film
Case Film
Presentation Image

Overview

Entries

Credits

Overview

Description

PLEASE USE 3D GLASSES TO VIEW THIS ENTRY.

We created two fragances: Axe Young to seduce young women and Axe Mature to seduce mature women.

Guys can go through the experience of going out either with a young or a mature woman.

We created a campaign that makes use out of the principals of 3D cinema in a revolutionary way.

Using the well-known anaglyph eyeglasses (in red and blue), users will be able to enjoy using them in a new way: if you opened one eye you could see the story of a young guy with a young girl and if you change eye you could see the same story played out with a mature woman.

Execution

We launched two TV commercials.But for guys interested in living the experience of being with a young or a mature woman, we decided to go one step further. We created an innovative shortfilm for cinemas and the internet using the 3d principles but in a different way. Opening one eye you could see the story of a young guy with a young women and openning second eye you could see the same guy with a mature woman.

In the Youtube Axe Channel, we developed virtual eye-glasses that imitated the effect of the real ones. In the Axe Website, guys could vote, choosing between Young or Mature woman. The winner would be the cover girl of the next Playboy magazine.

The voting was so close that we decided to launch the Playboy Young & Mature by Axe, a magazine with a pair of 3D eyeglasses.So we created an experience not only for guys but that help answer the question "What mood are you in today?".

Outcome

We reached hundreds of people in cinemas,and received great comments. It generated a lot of awareness and engagement in guys. The campaign idea was very engaging and it helped to push the sales, the product usage increased while the comms were on air so we could say that this was help with the communication.

The variant AXE YOUNG & AXE MATURE reached the number 1 in the ranking of share in the whole country (ARGENTINA), leaving the second variant far away, this results bring an incremental share for the brand.

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