Ad of the Day: AXE Peace - Call to Arms
This year Unilever brand AXE (known as Lynx in the UK) is unleashing its latest variant AXE Peace, joining the ranks of Africa, Apollo and Cool Metal in the deodorant collections of teenage boys and young men the world over.
To launch the latest addition to its ranks AXE has engaged BBH London to create ‘Call to Arms’, a grand scale campaign launching at none other than the SuperBowl on Sunday 2 February.
Based on the insight that guys are less aggressive when they’re in love, the campaign considers if the world would be a more peaceful place if more people found that special someone – awww shucks.
Directed by Rupert Sanders, the campaign hopes to encourage people across the world to ‘make love, not war’.
Agency: BBH London
BBH Deputy Executive Creative Director: David Kolbusz
BBH Creative Team: Daniel Schaefer and Szymon Rose, Jack Smedley and George
HackforthJones
BBH Product Designer: Rosie Arnold
BBH Strategic Business Lead: Ngaio Pardon
BBH Team Director: Heather Cuss
BBH Team Manager: Amy Forster, Cressida HolmesSmith
BBH Strategy Director: Agathe Guerrier
BBH Strategist: ShadiSade Sarreshtehdarzadeh, Tom Callard
BBH Product Design: Rosie Arnold
Film Credits: BBH Producer: Ryan Chong
BBH Assistant Producer: Laura Graham
Production Company: MJZ
Director: Rupert Sanders
Executive Producer: Debbie Turner
Producer: Laurie Boccaccio
DoP: Greg Fraser
Service Company Living
Films, Thailand
Editor/Editing House: Neil Smith @ Work Post, London
Post Production: Iwan Zwarts @ The Mill
Music Composition: Philip Kay @ Woodwork Music
Sound: Will Cohen @ String & Tins and Factory Studios
Content created with:
BBH
Bartle Bogle Hegarty is a Global advertising agency. Founded in 1982 by British ad men John Bartle, Nigel Bogle, and John Hegarty, BBH has offices in London, New...
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