AXE “Go For Gold” : Integrated Campaign
THE GOLDFATHER NOW WELCOMES YOU
First, do you, then add some magic.
THE BRIEF
Get young guys to switch to Axe through their passion point of music.
THE CAMPAIGN
Nothing’s more attractive than being yourself, but guys occasionally need a confidence boost before they commit to going for gold. And a bit of inspiration from someone who has achieved success helps too. Continuing AXE’s long relationship with SA’s music scene, we dropped a hint about our next collab, then we introduced The Goldfather, AKA Nasty C, a rising star who reminded guys that “first; you do you”, then add a little AXE to give you the confidence to find your magic. The Goldfather popped up online wherever our audience tended to spend time, sharing little snippets of wisdom on Instagram, Facebook and Twitter.
The full commercial told the whole story.
But we had a few nuggets that followed.
And to make it easier for fans to share their magic, we created a bunch of gifs for them.
THE GOLDFATHER NOW WELCOMES YOU First, do you, then add some magic. THE BRIEF Get young guys to switch to Axe through their passion point of music. THE CAMPAIGN Nothing’s more attractive than being yourself, but guys occasionally need a confidence boost before they commit to going for gold. And a bit of inspiration from…
