AXE
BC Sprint — WinnerAXE has always championed confidence via romance and attraction. But to get Gen Z men excited to go buy AXE in stores, we saw a chance to reassociate it with an even more powerful source of swagger among teens: doing stupid dares with their friends.
![](https://freight.cargo.site/t/original/i/954e41b19f10e527afaa2b214478d2a8f1068d79a2ebcc516cc5138e4d1e8bf3/Header_AdobeExpress.gif)
Our Pitch
![](https://freight.cargo.site/t/original/i/e42abd2aee96568671b8c11904305c0973d6e803e77721dd7540faadca30b7fd/4.gif)
![](https://freight.cargo.site/t/original/i/7ff63234a3a1a20773f2680a32c3ff4b43b7058621f5156e010af549c7dcdbdd/5.gif)
![](https://freight.cargo.site/t/original/i/37e869db79f6378ca9b668eb0c8b53d6117f9d4cae9185179ec0064140ea8f8f/3.gif)
The Experience
Step 1 - Buy a can of AXE and scan the code.
![](https://freight.cargo.site/t/original/i/f4a5a9aad0bc971b12c328e97883d78012024e3eee2a89a1154c112dae60c434/Stickers---Both---Shadow.png)
![](https://freight.cargo.site/t/original/i/094f003d8cd5e77cd99df5f2e3afe527c121e150c63da08d16e77824697ce8ec/Can---Still.png)
Step 2 - Submit one of the current dares.
![](https://freight.cargo.site/t/original/i/da8957132fb6552d6846f4b89caeca7a754d6e065f2616c6490f3856ad19e47a/Axe-Book-Thumbnails-Dare-02.png)
![](https://freight.cargo.site/t/original/i/4ce664966b82c1c6015525553df3fea9e903118a55ddcac5e9ffb235b5c5b180/Axe-Book-Thumbnails-Dare-03.png)
![](https://freight.cargo.site/t/original/i/03de95685ceaa0941106e521a20be31766156c99bfd5d2e81cff3b25eec82756/Axe-Book-Thumbnails-Dare-01-01.png)
Step 3 - Win epic prizes and experiences. Dares and smaller prizes are rotated and awarded frequently, while a new Big One is up for grabs each month.
![](https://freight.cargo.site/t/original/i/a2126044c6dc4d1841867b04eabd83a4335464f45e94ebd54b7ab95a93656048/Axe-Book-Thumbnails-Prizes-10.png)
![](https://freight.cargo.site/t/original/i/40d0370763601a1e73c5b5f29e08e6b7af93bd9b69617c1dabce08e1866f19ee/Axe-Book-Thumbnails-Prizes-05.png)
![](https://freight.cargo.site/t/original/i/8ff32a6dd4d631fc8135efeb5983105f838eb58e44cf048501264eee10604fe4/Axe-Book-Thumbnails-Prizes-04.png)
![](https://freight.cargo.site/t/original/i/4947e8064db9fd890b6c556af3ed0edb27ff124ae59f5b6c701a2abe2267c67e/Axe-Book-Thumbnails-Prizes-06.png)
Awareness
We teased the dares in stores...
![](https://freight.cargo.site/t/original/i/0f281fd505eca7bd138fdc01f713adcbf1dcff41914abbfc67a5f5f1617e2128/Axe-grocery2-V2.png)
![](https://freight.cargo.site/t/original/i/667ec07775370e16a241a019d51514ff641f480bec2abfc6810f83758d4d09a8/Axe-In-store-V2.png)
![](https://freight.cargo.site/t/original/i/a8e17c45ee5ac0465557c52a0348034b406f75935424d1bd57f26fd6219542b8/Axe-grocery3-V2.png)
...and promoted prizes on TikTok and YouTube Shorts.
YouTube creator partnerships solidify that this is indeed something the cool kids are doing. Who is NichLmao? What is rizz? I learned so much in 4 days.
![](https://freight.cargo.site/t/original/i/447de74b0f945da018b3f4f6a1768c6f496e9aaeec35a3a8e02ce35411f6ff07/Axe-Youtube-Thumbnail-02.png)
![](https://freight.cargo.site/t/original/i/deefca940d9993c1350993b28eadd5739cbb90887989dcf78f84ba7c6059ede5/Axe-Book-Thumbnails-07.png)
![](https://freight.cargo.site/t/original/i/add87df5c227fd6391349d802227366806cb81e117dabfebc2d0e472a11080a9/Axe-Book-Thumbnails-08.png)
![](https://freight.cargo.site/t/original/i/1cd5758ca109811a3953374e27ebec0e1896f82151aa4f383ac22446bc47660e/Axe-Book-Thumbnails-09.png)
Art Director: Alyssa Moreno
Strategist: Will Russell
Strategist: Sabelle Chambers
Experience Designer: Paul Noonan
Experience Designer: ShuHan Tu
Strategist: Will Russell
Strategist: Sabelle Chambers
Experience Designer: Paul Noonan
Experience Designer: ShuHan Tu