With the launch campaign for the new product 'AXE Black' AXE wanted to strengthen its association with music culture and reach young male audiences in a new, authentic way. ​

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Challenge
Go beyond traditional advertising and create an experience people want to talk about—and share.

Strategy & Concept
We created AXE Blackstage: a concert series with exclusive artist access and fan-driven content, giving winners the chance to meet their favorite acts. 'AXE Blackstage' is a live concept, a series of unique concerts. Inspired by the 'Less is More' theme, famous Dutch artists are challenged to go back to the essence of their music. The concerts took place in an intimate acoustic setting, in the middle of the night, at a special location in the hometown of the artists.

Execution
We teamed up with Universal Music artists and set up events across the Netherlands with behind-the-scenes footage and surprise fan interactions. Hosted online and amplified via social.

Outcome
- Over 100K contest entries
- AXE saw double-digit brand engagement increases in post-campaign tracking
 

My role: Account, Strategy, Concept.

Company: Universal Music

Client: AXE (Unilever)