AXE is a deodorant brand famous for giving guys an edge with girls. In 2013, AXE launched it’s most ambitious campaign yet - the AXE Apollo Space Academy, a global competition to send normal guys into space. Yes. Actual space. The campaign idea ‘leave a man, come back a hero’ promised that when it comes to attracting girls, nothing beats an astronaut.

The integrated, multichannel campaign spans over 90 AXE markets and will run for over a year. During this time, guys will encounter legendary astronaut Buzz Aldrin, epic advertising, a digital hub, a global Space Camp to train the best recruits, and of course, the lucky guys will win the trip of a lifetime. Space.

We created ‘AXE Apollo’, a new range of products with an idea built in - the AXE Apollo Space Academy, a global competition to send 23 guys into space. For real. The launch featured a PR announcement with Buzz Aldrin, an epic advertising campaign, a digital hub and a global event - Space Camp - held in Florida to select the final cadets to go to space.

The AXE Apollo product launch had all the ingredients we needed to make this the biggest of all time, and it all started with a humble can of deodorant.

The Click Farm is due to go live at the end of April, so we don't have results yet, but we are confident it will be a hit.