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Axe
Axe Peace: Make Love, Not War
RAN IN: United States, Germany, Sweden, Australia
CLIENT
Unilever Plc
Luis di-Como, Global Head of Media
AGENCY
Marcus Wilding, Partner
Anne Dupuis, Director
Nilufar Fowler, Partner
Emma Thorp, Director
Dominic Stoppani, Director
Madelaine Wigham, Director
BBH
Agathe Guerrier, Strategy Director
PHD
Mindshare USA
Mindshare Germany
SUMMARY
Make Love, Not War was Axes global rallying cry in 2014. Knowing that our ability to bring guys and girls together could be used to have an impact on a huge scale, Axe redefined what a deodorant brand campaign can be. Young people care deeply about the future. We encouraged them to take simple but meaningful actions that will make a positive difference in the world. We dominated the worlds biggest media stages to amplify our message and drove the largest participation the brand has ever inspired, online and offline.
CASE VIDEO
Classification: Multinational
Language: English
