The Drum Awards for Marketing - Extended Deadline

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By Gillian West, Social media manager

January 16, 2014 | 2 min read

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

Lynx Super Bowl

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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