Axe Redefines Masculinity with a Sleek Press Event - Event Marketer

Axe Redefines Masculinity with a Sleek Press Event

2016_Ex_EX_Press_Unilever
Brand: UNILEVER
Agency: UNITED ENTERTAINMENT GROUP
Awards: EX AWARDS — BEST PRESS/MEDIA EVENT
Year: 2016

This was a press event as bold as Axe’s marketing tactics, one that launched the brand’s new narrative and garnered its largest press coverage to date—more than four billion p.r. impressions across 923 editorial placements. The idea? To pivot from outdated and homogenous views of masculinity that hold guys back to Find Your Magic, the brand’s latest global ad campaign. A series of interactive vignettes demonstrated the new Axe point of view on celebrating individuality by showcasing guys from all walks of life in a five-story private residence in New York City’s SoHo neighborhood with drag queen Ms. Lily Whiteass as social director.

The new campaign encourages men to show what makes them their most attractive selves and authentically portrays what it means to Find Your Magic. To prove old notions of masculinity false, the Axe event brought to life a modern social club experience as a platform for men to find and embrace their “it factor.”

With an exterior marked only by a graffiti covered door, the home’s interior revealed a millionaire’s bachelor pad, complete with an indoor swimming pool and state-of-the-art sound system. Each floor of the masculine space featured a series of unique stories around members of the club who embodied the Find Your Magic mantra, such as a punk quilter from San Francisco, the founder of a pickle company, a Venezuelan singer/songwriter and other eclectic personas. A styling den, hosted by men’s groomer Amy Komorowski, showcased Axe’s new product line. And if that all weren’t enough, a performance by musician John Legend capped off the night.

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