The task was to launch a new Axe product - Axe Shift - in the middle of crisis with limited budget and timing, while no ATL support was provided.Limited production time did not allow using most common animation technologies such as flash.The product - deodorant Axe Shift that changes its fragrance throughout the day helping consumer act ingeniously and behave differently in any situation.Target audience - young people, high school students. If they watch TV, they prefer teenager channels like MTV or Two by Two, they enjoy watching cartoons series like the Simpsons, Futurama or South Park. However, they spend most of their time online.

As part of integrated campaign we introduced promo-website that accumulated all user generated content, served as contest platform that engaged the users and encouraged them to create their own comic scripts.The top scripts owners got various gifts, and the winners had their script screened - we managed to screen it fast due to motion capture technology.

•2.5m views•300,000 site visitors•40,000 promo participants•Cartoon became top rated in 4 weeks