Amsterdam – AXE has always celebrated positive moves in the game of attraction and now wants to do the same in the world of gaming. AXE, the official men’s grooming partner of League of Legends esports global events, has just launched its first campaign; “What’s Your Move?” at the 2019 World Championship. Created with 72andSunny Amsterdam, the integrated campaign aims to inspire moves in and around the game.
The partnership reinforces the grooming brand’s commitment to use their AXE GAMING platform to inspire and enable gamers to bring their confident moves in connecting with others. AXE was announced earlier this month as the official men’s grooming partner of League of Legends Esports’ global events.
Whether in life or in the game, it’s the moves that count
To introduce AXE Gaming and its irreverent tone to the League of Legends Esports community, an integrated campaign ‘What’s Your Move?” kicked off with a 30’ teaser which presents a Talking AXE Can. The customized Ice Chill can is inspired from the gaming world. The coolest bit of the video? When the can is sprayed, it delivers an iconic League of Legends line from the game.
The campaign also features multiple brand films that bring the in-game moves into the real world, while keeping AXE’s light-hearted tone.
“We’ve been massive fans of League of Legends Esports and of the community they’ve built. Our campaign had to hold true to both the game and its players. Each brand film has a keystroke at its heart – referencing legendary characters from the game and featuring some of their iconic moves” said Gaurav Raisinghani, Global Director for AXE. “With each keystroke a different move to be made – a strategic decision that can make or break your game.”
The films, ‘Chrono Break’ and ‘Shop Button,’ will air on the 2019 World Championship broadcast and at the events in Madrid and Paris. The partnership also includes in-tournament activations, including a ‘What’s Your Move?’ Dance Cam, a unique augmented reality experience where fans can ‘Enter the Rift,’ and an RFID-enabled gaming scavenger hunt at the Esports Village in Paris.
“With AXE, we know how to make funny ads. But making funny, esports ads was new to us and it was important that we capture the authenticity of League of Legends,” said Adam Koppel and Benny Everitt, Creative Directors, 72andSunny Amsterdam. “There are many Easter eggs in these. We aimed to make every move, reference, expression, keystroke, sticker, and bit of wardrobe resonate with the community, and hopefully everyone loves them.”
League of Legends Esports’ best-in-class partners include AXE, Louis Vuitton, MasterCard, Alienware, State Farm, Secretlab, OPPO, and Red Bull.
Credits List:
Creative Agency: 72andSunny Amsterdam
Production Company: Knucklehead
Director: Ben Gregor
Edit: Tenthree
Post Production: Glassworks
Sound: Wave Amsterdam
Music: Big Sync
About League of Legends Esports Leagues
League of Legends Esports is a premier global sport that attracts the attention of millions of fans around the world. There are currently over 800 professional players on more than 100 professional LoL Esports teams competing across 13 leagues globally. Each regional league is comprised of approximately 10 teams that compete against one another year-round over the course of two seasonal splits. Teams earn championship points in order to qualify for the two major international competitions: the Mid-Season Invitational and the World Championship.
About AXE®
AXE, also known as LYNX, is the No. 1 men’s fragrance brand in the world* and gives guys the tools and opportunities to move closer. With a full line of grooming products, AXE helps guys look, feel and smell their most attractive. Committed to fighting the pressures that eat away at guys’ confidence today, the brand wants to inspire them to connect in moments of attraction. Visit AXE at AXE.com and follow us on Twitter, Instagram, Tumblr and Facebook to get access to exclusive content, special promotions and find out more on how AXE is helping guys.
About 72andSunny
72andSunny is a global creative agency that believes unignorable creativity is the most powerful force in business. With offices in Amsterdam, Los Angeles, New York, Singapore and Sydney, 72andSunny is on a mission to expand and diversify the creative class. 72andSunny has been recognized as one of Fast Company’s Most Innovative Companies for two years in a row and is a two-time “Agency of the Year” winner for Advertising Age and Adweek. For more information, visit 72andSunny.com.
