Hypothesis: Music moves us closer.

[A content platform, for AXE globally]

Beginning of 2018. AXE, the world’s largest male grooming business, rounded a decade of stagnant growth worldwide. The new “Find Your Magic” platform offered the brand a modern reboot. But engaging young men with the AXE products had become a difficult task, as young men aged 14-21 years commonly avoid spray deodorants and, well, ads.

Q: how could we launch AXE’s most innovative body spray in years – co-branded with #1 DJ in the world Martin Garrix, in such a way that young men would care?

A: By making it more of a new track release than a product launch.

Two principles guided our way there: build anticipation and drive conversation within Martin Garrix’s community, as a way to spread the news; and make it true to AXE by fully rooting it in the brand territory of attraction – if music moves us, AXE Music moves us closer.

What started with a brief for a new ad became AXE’s first major entertainment platform, co-designed by 72andSunny Amsterdam, Martin’s team and Boiler Room.

The first content was a music clip to launch “Burn Out”, a new track by Martin Garrix, alongside a limited edition body spray. The video featuring the new limited edition product and Martin Garrix himself has 50M+ views on Youtube to date. The product sold out in stores on day one.

Following up the successful launch of AXE Music, we released a second track from MG, depicting another exclusive line of deodorants. This second time, more creators joined our editorial squad, expanding the ecosystem of the platform to more content such as events, activations especially in-store, and multiple music genre communities.

72andSunny Amsterdam
Strategy Director