The aim of the brief was to generate awareness and excitement over the launch of a new Axe limited edition, within the music territory. Speaking to the Axe core target, the main insight was that women felt hopelessly seduced by successful musicians, and therefore, for common boys, is much more difficult the mating game. The proposal was to communicate a very cool fragrance, using the music tone they listen, so they try it and win as many women as a rockstar

To reach the final design of the pack, we had several things in mind. First and foremost, the gameplay. We had to do something eye-catching but it will be worthless if it was not practical. Requirements as the distance between the codes or the brightness of the pack, were crucial for the camera to read those. Also had to have the identity of Axe and be in the music tone they listen.

The AXE volume share increase 0.96% within the DEO Market in Argentina as a result of this campaign.