ASIA-PACIFIC, SEPTEMBER 20, 2011 – Unilever is running “Smell sweet not sweaty”, a regional integrated advertising campaign for deodorant brand Axe, combining films, print, web applications and a Facebook game. BBH is the agency behind the campaign.
Central to the integrated campaign is a new television commercial ‘Jumpman’ featuring a basketball player in action on the court when an unexpected surprise from the effects of Axe gets him scoring, in more ways than one.
The Axe ‘Smell sweet not sweaty’ campaign is currently running in Indonesia and will soon run in several markets across the Asia Pacific region.
Filming was shot by director Luis Gerard via Lime Production, Bangkok. Post production was done at Finito Films, Bangkok. Music was produced at A-Bomb Music, London, by composer Ed Bradshaw and sound designer Peter Challis. Sound was designed and mixed at The Gunnery, Singapore.
The facebook game application, “The Sweet Moves”, allows players to their own avatar, and follow a “dance” using the keyboard. The better the dancing, the more girls appear. As the dance goes on, players need to spray axe on their avatars before they scare everyone else off the dance floor. Activate Singapore produced the game.
“The whole piece is based on a true story that actually happened to me, exactly like the commercial, except for the ball, the girls and the basketball thing. But otherwise, exactly. It’s like a documentary,” said Peter Callaghan, creative director at BBH Asia-Pacific.
The print campaign was by photographer Matt Hoyle, with production at Redorfe Asia. The shoot required a crew of 50 to create the scaffolding and support for the harnessed talent.
< height="728" width="515" src="/global//UserFiles/axe-basketball-poster. " alt="" />
< height="728" width="515" src="/global//UserFiles/axe-pat-down. " alt="" />
