AXE | KISS FOR PEACE

To launch new AXE Peace, our strategy was to make our social media campaign really social. With playful posts that turned war imagery and military cliches on their head, we enlisted fans to share a #KissforPeace, then we projected those photos on a Times Square billboard, Tweeting fans a photo of their 10 seconds of fame.

To keep the lovefest going, we teased AXE's "Make Love, Not War" Super Bowl TVC in the days leading up to the big game, racking up 4.8 million views before kickoff. During the game, we worked with animators and artists to produce .gif artwork for our Tumblr and Twitter channels in real time. When we were done, ours was one of the most talked-about campaigns of the Super Bowl, generating over three billion impressions and making Peace the top-selling scent of 2014.

My role: Creative lead, copywriter, Super Bowl war room soldier

CAMPAIGN SUMMARY

MICROSITE

A simple hub to house campaign instructions and aggregate content from Instagram, Twitter, and Facebook. 

SUPER BOWL TEASERS

Facebook content teasing the "Make Love, Not War" Super Bowl spot. 

SUPER BOWL SOCIAL CONTENT

CAMPAIGN SOCIAL CONTENT