The makers of Axe Body Spray worked with our agency to develop a special Eau De Toilette for young men, one we named AxeLab.
An integrated campaign played off of the product’s name and the idea that Axe were the ‘leaders in pharmasexual research’. T
his campaign was a One Show Titanium Finalist as well as a Cannes Integrated finalist.
Final Product Design
Product designer Karim Rashid helped develop a bottle appropriate for the name. The final shape was inspired by the shape of three test-tubes melded together.
The classic Rorschach test implies that as soon as a viewer saw one of the ads, they were already participating in the experiment.
Copy: Thank you for your participation in this experiment. AxeLab. A new Eau De Toilette from the leaders in pharmasexual research.
Copy: Thank you for your participation in this experiment. AxeLab. A new Eau De Toilette from the leaders in pharmasexual research.
Copy: Thank you for your participation in this experiment. AxeLab. A new Eau De Toilette from the leaders in pharmasexual research.
Copy: Thank you for your participation in this experiment. AxeLab. A new Eau De Toilette from the leaders in pharmasexual research.
BAR, POSTERS AND PROJECTIONS
AXELab.NET
At Axelab.net, users could play with other experiments and see the effects of AxeLab.
Pop-up Labs
Real labs were created around the country so guys could try out the effects of Axe Lab for themselves.
The Ultimate Axe Lab
We ended the campaign by hosting the ultimate lab at the Playboy Mansion.
